Deal proneness and heavy usage: Merging two market segmentation criteria

Factors Influencing the Intent and Usage Behavior of Restaurant Delivery Apps

“…In this study, "offer susceptibility" is consumer purchasing behavior in which a particular brand is sold based on an agreement between the parties. This agreement is based on promotional prices, which can occur through a price reduction, promotional offers (e.g., coupons), launch offers, and increased volume (Hackleman & Duker, 1980). Since the consumer must know the purpose of the platform and have experienced it to become susceptible to such offers, Tak and Panwar (2017) suggest that susceptibility to offers is only related to usage behavior.…”

Profiling the Heavy Blood Donor

“…As researchers have discovered in other marketing studies, the heavy user/contributor accounts for a disproportionately large amount of an organization's demandlactivity (Carman, 1970;Hackleman andDuker, 1980/Twedt, 1964). Thus, to guide penetration strategies, it is necessary to gain an understanding for the demographic and socio-psychological characteristics of the heavy donor.…”

The Relative Influence of Consumer Innovativeness, Brand Loyalty, and Deal Proneness on New Product Adoption: A Direct Product Experience Study

“…which positively affect purchase evaluations (Lichtenstein et al, 1990). Consumers who are deal prone have the propensity to purchase products when an additional temporary 'incentive' augments the market offer (Hackleman and Duker, 1980). Deal prone consumers are often described as heavy users, lower income earners, price-sensitive, and non-loyal to brands.…”

“…Some research findings support these notions. For instance, Hackleman and Duker (1980) find that deal prone consumers tend to be more price sensitive while Lynn (2011) finds they are heavy users who like to try new brands. For these reasons, deal proneness has been described as a practical and meaningful segmentation bases.…”