Explaining the variation in short-term sales response to retail price promotions

Kumar, V and Pereira, A (1995) Explaining the variation in short-term sales response to retail price promotions. Journal of the Academy of Marketing Science, 23 (3). pp. 155-169. ISSN 00920703

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Abstract

This study focuses on the short-term sales response to price promotions in retail grocery stores and attempts to explain its variation using frequency of price promotions and the consecutive scheduling of price promotions. Retail managers' expectations and tenets from behavioral theories provide the basis for the hypotheses that the frequency of price promotions and consecutive scheduling of price promotions affect short-term response to price promotions. The hypotheses are tested on three frequently purchased product categories, using store-level data from retail chains in three major markets. The analysis is validated with additional data on the same product categories and markets. A variety of managerial implications are drawn from the results and suggestions for future research are offered

Affiliation: John Cook School of Business, Saint Louis University, USA
ISB Creators:
ISB CreatorsORCiD
Pereira, AUNSPECIFIED
Item Type: Article
Subjects: Marketing
Depositing User: LRC ISB
Date Deposited: 13 Jun 2015 10:56
Last Modified: 13 Jun 2015 10:56
URI: http://eprints.exchange.isb.edu/id/eprint/406
Publisher URL: http://dx.doi.org/10.1177/0092070395233001
Publisher OA policy: http://www.sherpa.ac.uk/romeo/issn/0092-0703/
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