Profiling the flyer-prone consumer

• The flyer-prone consumer׳s profile differs from that of consumers more prone to other promotions
• To include price discounts is not essential for increasing the probability of flyers being consulted
• The credibility of flyers depends on consumers’ perception of potential savings being maintained
• Managers are recommended to encourage quality in the pages of flyers more than low prices

The purpose of this paper is to predict the differences between highly prone and less prone consumers to store flyers in terms of their sensitivity to economic, shopping-related and demographic variables. The empirical findings show that the flyer-prone consumer׳s profile somehow differs from the characteristics of consumers more prone to other types of promotion and to deals in general. The managerial implications underline that including a price-discount support is not essential if manufacturers and retailers wish to increase the probability of store flyers being consulted by a consumer. Nevertheless, the credibility of flyers depends on consumers’ perception of potential savings being maintained.