A Note On the Relationship Between Promotion Sensitivity And Consumer Specific V

Peter S Fader

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211»CHN2i + . 015*CHN3i (-0. 1) (4. 7) (0. 3) N = 52 R^ = 44* Yi = 0. 313 + . 030»N0KIDSi + . 080*H0USEi + . 086*UNEMPj[ + . 098»L0WINCi (1. 7) (0. 3) (0. 9) (1. 1) (1. 2) + . 082*CHN1 i+ . 155*CHN2i+ . 01 5*CHN3i (1. 3) (2. 7) (0. 3) N = 52 R^ = 22. 4% _2 The R rise considerably when chain-specific variables are included. Note also the relative stability of the demographic variable coefficients. While the t-statistics remain quite low, only two of the twelve demographic coefficients changes by... more the . 03. Further modeling reveals that there are no consistently significant interactions between the demographic variables .
Notice that with the chain loyalty variables included, the INSTORE^ -2 regression yields a higher R than the Yj regression. Running the two regressions over the same 75 simulated cases as before shows that the INSTOREj regressions now fit significantly better than those with Yj as the dependent variable, p<. these="" results="" are="" in="" contrast="" to="" the="" earlier="" simulations.="">

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