Search results for "Price promotion"
showing 2 items of 2 documents
Retail price promotion influences for product varieties in grocery stores: evidence from Spain
2008
PurposeThis paper aims to focus on measuring and assessing the sales impact of temporary retail price discounts on all brands within a product subcategory as well as across other subcategories that differ slightly on composition and taste.Design/methodology/approachTo test these effects, the study uses a regression approach to analyse data of several fast moving consumer good subcategories obtained from a Spanish supermarket.FindingsThe results confirm that temporary retail price reductions increase brand sales of the promoted brands, especially at weekends. Some brands gained sales at the expense of sales of substitute items within the same subcategory and also from sales of competing item…
Using Daily Store-level Data to Understand Price Promotion Effects in a Semiparametric Regression Model
2009
Though it has been widely reported in the marketing literature that temporary price discounts generate substantial short-term sales increase, the shape of the deal effect curve constitutes a key research topic, for which there are still limited empirical results. To address this issue, a semiparametric regression approach is used to model the complex nature of this phenomenon. Our model is developed at the brand level using daily store-level scanner-data, which allows the study of several nonreported promotional effects, such as the influence of the day of the week both in promotional and nonpromotional periods. The results show that the weekend is the most effective in increasing promotion…