期刊
JOURNAL OF RETAILING
卷 90, 期 3, 页码 393-407出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2014.03.007
关键词
Targeting; Willingness-to-pay range; Indecisive buyer; Segmentation
类别
Targeting the right consumers is a core part of marketing. Whereas existing techniques to identify these consumers use demographic or psychographic variables or behaviors such as response probabilities, a proposed new targeting approach builds on consumers' incremental responses to identify them by their willingness-to-pay (WTP) ranges. These WTP ranges reveal a consumer as a definite buyer, a definite non-buyer, or an indecisive buyer. The proposed theoretical framework indicates that indecisive buyers offer the highest incremental responses to targeted marketing mix activities and thus should be the most preferred targeting group. A sequence of three laboratory experimental studies validates the proposed approach for targeted price discounts and non-price tactics. In addition, a large-scale field experiment involving a consumer engagement campaign that includes observed purchase behavior demonstrates the high external validity and applicability of this approach. (C) 2014 New York University. Published by Elsevier Inc. All rights reserved.
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