On the edge of buying: : A targeting approach for indecisive buyers based on willingness-to-pay ranges

• Autores: Florian Dost, Robert Wilken, Bernd Skiera
• Localización: Journal of retailing, ISSN 0022-4359, Vol. 90, Nº 3, 2014, págs. 393-407
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Targeting the "rightâ[euro] 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.