Analyzing Incremental Sales from a Direct Mail Coupon Promotion
研究了直邮优惠券促销中哪些家庭会做出增量购买，发现家庭规模大、受教育程度高、拥有房产的家庭增量销售更多，有助于将优惠券定向到最有效的市场细分。
Several authors have noted that the profitability of a coupon promotion depends on the incremental sales generated by the coupon. However, most prior research on coupon promotions has focused on redemption rates and little is known about the characteristics of households that make incremental purchases. The authors develop and test several hypotheses about the characteristics of households that make incremental purchases in response to a direct mail coupon promotion. For the product tested, coupons produced greater incremental sales among households that were larger, more educated, and were homeowners. The findings suggest that directing coupons to the most responsive market segments can increase profits significantly.