Promotional Food Retail Sales: Frequency Versus Depth

Temporary price reductions (sales) as a means of promotional measures have become an increasingly important tool in the marketing mix of German food retailers. Various models have been proposed to explain the rationales behind such pricing strategies. Recently these models have been extended by Richards (2006) to capture the multiproduct nature of retail business. In this paper German retail food scanner data over two years are used to estimate a three step procedure to explain breadth and depth of sales, and their impact on category revenues.


Issue Date:
2007
Publication Type:
Conference Paper/ Presentation
PURL Identifier:
http://purl.umn.edu/9785
Total Pages:
20
Series Statement:
Selected Paper 174706




 Record created 2017-04-01, last modified 2017-08-23

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