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New Insights into Supermarket Promotions via Scanner Data Analysis: The Case of Milk

Опубликовано на портале: 05-04-2005
Journal of Food Distribution Research. 1998.  Vol. 29. No. 3. P. 44-53. 
Supermarket companies expend significant resources and employ many promotional activities so as to convince consumers to shop their stores. This analysis investigates the promotional activities of a single retail food company to determine the price and promotion responsiveness of fluid milk products that differ by milkfat content. It utilizes weekly, store-level scanner data. Seasonality and advertising are significant determinants of retail sales of fluid milk. Own-price elasticities are negative, and cross-price elasticities are positive for all milk types and are significant and elastic in the case of 2% milk. Advertising effects are positive and statistically significant. The response to advertising is much more pronounced for reduced-fat milk types than it is for whole milk.

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http://agecon.lib.umn.edu/cgi-bin/pdf_view.pl?paperid=3185&ftype=.pdf
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