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Product Details
Coupons gewinnen als Instrument der Verkaufsfrderung im deutschen Einzelhandel kontinuierlich an Bedeutung. Dabei eignen sich Coupons v.a. zur kurzfristigen Steigerung des Absatzes. Die langfristigen Folgen des Coupon-Einsatzes sind bisher hingegen weitestgehend unklar. Thomas Kaiser untersucht daher die langfristige Absatzwirkung von Couponpromotions, um festzustellen, welche langfristigen Effekte der Coupon-Einsatz bewirkt und inwieweit konsumentenspezifische Eigenschaften der Couponeinlser diese Wirkungsbeziehung beeinflussen knnen. Der Autor entwickelt ein panelkonometrisches Absatzreaktionsmodell, welches anhand realer Transaktionsdaten aus dem Loyalittsprogramm eines Handelsunternehmens empirisch untersucht wird, um darauf aufbauend neue Erkenntnisse ber Coupons und deren Wirkungsdeterminanten fr die Promotion Forschung und -praxis zu gewinnen.
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