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Journal articles (1992), Recherche et Applications en Marketing, 7 (2), pp. 27-47

Effets des réductions de prix et de la publicité sur les ventes en magasins : un plan factoriel

BEMMAOR Albert C. , MOUCHOUX D.

This study shows the impact of different levels of price cuts across brands and product categories and the interaction with the amount of consumer information. The authors derive the "optimal" deal rates for each brand studied. Link to the article

BEMMAOR, A.C. and MOUCHOUX, D. (1992). Effets des réductions de prix et de la publicité sur les ventes en magasins : un plan factoriel. Recherche et Applications en Marketing, 7(2), pp. 27-47.

Keywords : #Asymmetric-competition, #Promotional-price-elasticity, #Price, #advertising-interaction