Behavioral Impacts of Promotion-induced Cross-buying: The Moderating Roles of Age and Gender

Abstract

This study investigates the effect of cross-buying induced by price promotion on purchase amount and frequency, and how the effect varies among customers of different ages and genders. The impact of the behavior is empirically examined by using data from an online fashion retail company. The results reveal that customers who frequently cross-buy during promotion appear to spend less but purchase more frequently. However, for male customers, purchase frequency is negatively affected. Further, the negative impact on purchase amount is greater for men and younger customers. We discuss the theoretical and managerial implications of this research.