Cross-buying in retailing: Drivers and consequences

V. Kumar, Morris George and Joseph Pancras

Journal of Retailing, 2008, vol. 84, issue 1, 15-27

Abstract: The phenomenon of cross-buying by consumers enables retailers to cross-sell their products and increase revenue contribution from existing customers. The effectiveness of cross-selling can be greatly improved by identifying the drivers of cross-buy and using them to target the right customers. In this study we identify exchange characteristics such as average interpurchase time, ratio of product returns, and focused buying, and product characteristics such as category of first purchase, as important drivers of cross-buy. The impact of marketing efforts of the firm on cross-buy is also identified. The results of the study have important implications for academicians in understanding what drives cross-buying as well as practitioners to help design more effective cross-selling strategies.

Keywords: Cross-buying; Marketing efforts; Random coefficient seemingly unrelated regression model (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:84:y:2008:i:1:p:15-27

DOI: 10.1016/j.jretai.2008.01.007

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