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Deal proneness is a function of both the consumer's buying behavior and the frequency with which a given brand is sold on a deal basis. A method is developed for combining these factors in a statistical measure of deal proneness for an individual consumer. Through regression analysis four consumer variables are identified as having a significant influence on the Deal Proneness Index, but these variables explain only a small percentage of total variation in the Index. The findings raise some doubt about the ability of consumer deals to accomplish the manufacturer's promotional objectives.
Frederick E. Webster (Sat,) studied this question.
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