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Titolo:
MEASURING THE IMPACT OF PRODUCT AND PROMOTION-RELATED FACTORS ON PRODUCT CATEGORY PRICE ELASTICITIES
Autore:
WALTERS RG; BOMMER W;
Indirizzi:
INDIANA UNIV,SCH BUSINESS,DEPT MKT BLOOMINGTON IN 47405 SO ILLINOIS UNIV EDWARDSVILLE IL 62026
Titolo Testata:
Journal of business research
fascicolo: 3, volume: 36, anno: 1996,
pagine: 203 - 216
SICI:
0148-2963(1996)36:3<203:MTIOPA>2.0.ZU;2-#
Fonte:
ISI
Lingua:
ENG
Soggetto:
SALES; PERFORMANCE; PATTERNS;
Tipo documento:
Article
Natura:
Periodico
Settore Disciplinare:
Physical, Chemical & Earth Sciences
Citazioni:
39
Recensione:
Indirizzi per estratti:
Citazione:
R.G. Walters e W. Bommer, "MEASURING THE IMPACT OF PRODUCT AND PROMOTION-RELATED FACTORS ON PRODUCT CATEGORY PRICE ELASTICITIES", Journal of business research, 36(3), 1996, pp. 203-216

Abstract

Our study relates product category price elasticities to factors associated with the product being promoted and the product's promotional history, Examining product category elasticities is relevant because category management techniques ave playing an increasingly important role in the promotional and merchandising activities of retailers and packaged goods manufacturers. We developed and tested a cross-section model using 52 weeks of scanner data and company records from a large supermarket chain. We hypothesized that brand market shave, shelf space allocation, and product type (national brand or stove brand) would havea positive impact on product category elasticities, whereas brand price, frequency of promotion, frequency of product display, and the bulkiness of the brand would have a negative effect on product category price elasticities. We found product specific factors, such as brand market shave and price, had a significant impact on category elasticity, whereas most of the promotion-related factors, including the frequencyand magnitude of price specials, did not affect category elasticities. Our results offer retailers and manufacturers the opportunity to influence category sales through recognition of brand-level differences.

ASDD Area Sistemi Dipartimentali e Documentali, Università di Bologna, Catalogo delle riviste ed altri periodici
Documento generato il 05/12/20 alle ore 13:31:21