Department of Marketing, University of Rhode Island, 7 Lippitt Road, 216, Kingston, RI, 02881, USA.
Department of Marketing, University of Rhode Island, 7 Lippitt Road, 204, Kingston, RI, 02881, USA.
Int J Behav Nutr Phys Act. 2018 Nov 15;15(1):111. doi: 10.1186/s12966-018-0744-7.
Targeted coupons strongly influence purchasing behavior and may represent an innovative approach for improving dietary behaviors.
The retail analytics firm, Dunnhumby, provided secondary retail data containing grocery transactions, targeted coupon exposures, and coupon use for 2500 households over 2-years. The USDA Quarterly At-Home Food Purchasing Database was used to categorize individual foods into 52 categories and combined into 12 food groups. Mixed effects linear models estimated the difference-in-difference effects of coupon exposure on category-level purchase rate/wk. pre- and post-campaign; models also tested effect modification by food category.
Category-level food purchases significantly increased post-campaign. Mean (SD) food purchases/wk. Among exposed households (17.34 (13.08) units/wk) vs. unexposed households (3.75 (4.59) units/wk) were higher (p < 0.001). Difference-in-difference effects of coupon exposure showed a higher increase in purchase rate among exposed vs. unexposed households (5.73 vs. 0.67, p < 0.001). Food category significantly modified the association between coupon exposure and coupon campaign. Category-level purchase rate among exposed vs. unexposed households was relatively higher in less healthful (e.g. convenience foods) vs. more healthful categories (e.g. nuts) with a 1.17 unit/wk. increase in convenience foods purchase (p < 0.001) vs. a 0.03 unit/wk. increase in nuts (p < 0.001). Exploratory analyses suggested that price elasticity of food categories for targeted coupons (1.02-2.81) was higher than previous estimates for untargeted coupons.
Across food categories, coupon exposure increased category-level purchase rate, with a relatively larger effect size for less healthful than more healthful categories. Promising results from this preliminary study suggest that experimental research is warranted to determine whether targeting with the explicit purpose of improving dietary quality can more effectively influence diet, and whether it can do so more cost effectively.
目标优惠券强烈影响购买行为，可能代表着改善饮食行为的一种创新方法。
零售分析公司 Dunnhumby 提供了包含杂货交易、目标优惠券曝光和 2500 户家庭 2 年优惠券使用情况的二级零售数据。美国农业部季度家庭食品购买数据库用于将个体食品分为 52 类，并合并为 12 个食品组。混合效应线性模型估计了优惠券曝光对类别水平购买率/周的差异影响。在活动前后；模型还测试了食品类别的效应修饰。
类别水平的食品购买量在活动后显著增加。暴露组家庭（17.34（13.08）单位/周）的平均（SD）食品购买量/周。与未暴露组家庭（3.75（4.59）单位/周）相比更高（p<0.001）。优惠券曝光的差异影响显示，暴露组家庭的购买率增长高于未暴露组家庭（5.73 比 0.67，p<0.001）。食品类别的差异显著修饰了优惠券曝光与优惠券活动之间的关联。与未暴露组家庭相比，暴露组家庭在不太健康（如方便食品）的类别中的购买率相对较高，而在更健康的类别（如坚果）中的购买率较低，方便食品购买增加了 1.17 个单位/周。（p<0.001），而坚果购买仅增加了 0.03 个单位/周。（p<0.001）。探索性分析表明，针对食品类别的优惠券的价格弹性（1.02-2.81）高于之前针对非针对性优惠券的估计。
在各个食品类别中，优惠券曝光增加了类别水平的购买率，对于不太健康的类别，其效果大小相对较大，而对于更健康的类别则较小。这项初步研究的有希望的结果表明，需要进行实验研究，以确定明确以改善饮食质量为目的的定向促销是否可以更有效地影响饮食，以及是否可以更具成本效益地实现这一目标。
