Household cost effects on purchase timing decisions: do demographics matter?

Previous research has rarely considered purchase acceleration as a measure of consumer deal‐proneness. Also recent studies have found that the effect of demographics either on brand choice or purchase timing is marginal. Examines the effects of demographics on household propensity to accelerate. Selects demographic variables are selected based on theoretical arguments and the results show that their effect is significant. The study found the effects of female head employment status to be the most persistent, followed by income and household size effects. Also found demographics were also found to discriminate between deal‐only and price sensitive households, a difference observed in previous studies.