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Consumer preference for Bulk Purchasing: Evidence from Exploratory Surveys

January 2012

Authors:

Anindya Chatterjee

Slippery Rock University of Pennsylvania

Many consumers are willing to purchase goods in large quantities in exchange for lower prices. Marketers have responded by offering incentives for bulk purchases and by developing new retail formats such as warehouse clubs. However, little research has been done to identify the characteristics of consumers interested in bulk purchasing. The present research, based on exploratory surveys of U.S. and Singaporean consumers, sheds some light on demographic and lifestyle characteristics of consumers that marketers may benefit from targeting with incentives for bulk purchases.

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