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Articles (1991), Journal of Marketing Research, 28 (2), pp. 202-214

Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment

BEMMAOR Albert C. , MOUCHOUX D.

In a replicated in-store factorial experiment with 12 national brands in six nonperishable consumer goods categories, the authors find price deal elasticities in the [2–11] range, with larger values for smaller brands. Those elasticities increase 20% to 180% when deals are advertised by the retailer; the rates of increase are smaller for the leading brands. The price deal cross-elasticities of the higher priced brands are found to be smaller than those of the other brands; they are in the [2–2.7] range. Optimal retail deal rates are shown to be robust to model specification. Lien vers l'article

BEMMAOR, A.C. and MOUCHOUX, D. (1991). Measuring the Short-term Effect of In-store Promotion and Retail Advertising on Brand Sales: A Factorial Experiment. Journal of Marketing Research, 28(2), pp. 202-214.

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