Journal of Marketing Research (JMR)
Опубликовано на портале: 18-09-2003
David R. Bell
Journal of Marketing Research (JMR).
2002.
Vol. 39.
No. 3.
P. 292-303.
Conventional wisdom suggests that the main effect of price promotion is on brand switching (i.e., secondary demand); however, some recent studies demonstrate that the primary demand expansion effect can be considerably larger than previously believed. A significant driver of this primary demand effect is consumer stockpiling in response to price promotions. Indeed, experimental studies have shown that additional inventory on hand can lead to an endogenous increase in consumption. The authors develop a model of price competition between firms in response to the stockpiling and subsequent consumption dynamics of consumers. In this setting, the flexible consumption effect causes more intense price competition, deeper promotions, and an increase in the frequency of promotions. The authors use two years of scanner panel data from eight product categories and 4313 stockkeeping units to test three implications of the theoretical model; they find strong support for each.
The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and
Purchase Quantity [статья]
Опубликовано на портале: 29-09-2003
Koen Pauwels
Journal of Marketing Research (JMR).
2002.
Vol. 39.
No. 4.
P. 421-440.
To what extent do price promotions have a long-term effect on the components of brand
sales, namely category incidence, brand choice, and purchase quantity? The authors
answer this question by using persistence modeling on weekly sales data of a perishable
and a storable product derived from a scanner panel. Their analysis reveals, first,
that permanent promotion effects are virtually absent for each sales component. Next,
the authors develop and apply an impulse response approach to estimate the promotional
adjustment period and the total dynamic effects of a price promotion. Specifically,
they calculate the long-term equivalent of Gupta's (1988) 14/84/2 breakdown of promotional
effects. Because of positive adjustment effects for incidence but negative adjustment
effects for choice, the authors find a reversal of the importance of category incidence
and brand choice: 66/11/23 for the storable product and 58/39/3 for the perishable
product. The authors discuss the implications of the findings and suggest some areas
for further research.
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