The Effect of Price Promotions on Variability in Product Category Sales
Our objective in this research is to relate variability in product category sales to promotional activity in the product category, and other category specific characteristics. The findings may be relevant from retailers' perspective as retailers' revenues are more closely related to the sa...
Published in: | Marketing Science |
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Online Access: | https://doi.org/10.1287/mksc.11.3.207 |
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ftrepec:oai:RePEc:inm:ormksc:v:11:y:1992:i:3:p:207-220 2024-04-14T08:18:58+00:00 The Effect of Price Promotions on Variability in Product Category Sales Jagmohan S. Raju https://doi.org/10.1287/mksc.11.3.207 unknown http://dx.doi.org/10.1287/mksc.11.3.207 article ftrepec https://doi.org/10.1287/mksc.11.3.207 2024-03-19T10:27:13Z Our objective in this research is to relate variability in product category sales to promotional activity in the product category, and other category specific characteristics. The findings may be relevant from retailers' perspective as retailers' revenues are more closely related to the sales of the product category as opposed to the sales of any particular brand. We analyze data on about 2,000 brands from 25 different SAMI categories, obtained with the cooperation of a major grocery chain. Our data suggest that an increase in the magnitude of discounts increases the variability in category sales but an increase in the frequency of discounts has an opposite effect. Furthermore, categories which are bulky, or categories where the degree of competitiveness is high, exhibit lower variability in sales. price discounts, product category sales, retailing, sales promotions Article in Journal/Newspaper sami RePEc (Research Papers in Economics) Marketing Science 11 3 207 220 |
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RePEc (Research Papers in Economics) |
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description |
Our objective in this research is to relate variability in product category sales to promotional activity in the product category, and other category specific characteristics. The findings may be relevant from retailers' perspective as retailers' revenues are more closely related to the sales of the product category as opposed to the sales of any particular brand. We analyze data on about 2,000 brands from 25 different SAMI categories, obtained with the cooperation of a major grocery chain. Our data suggest that an increase in the magnitude of discounts increases the variability in category sales but an increase in the frequency of discounts has an opposite effect. Furthermore, categories which are bulky, or categories where the degree of competitiveness is high, exhibit lower variability in sales. price discounts, product category sales, retailing, sales promotions |
format |
Article in Journal/Newspaper |
author |
Jagmohan S. Raju |
spellingShingle |
Jagmohan S. Raju The Effect of Price Promotions on Variability in Product Category Sales |
author_facet |
Jagmohan S. Raju |
author_sort |
Jagmohan S. Raju |
title |
The Effect of Price Promotions on Variability in Product Category Sales |
title_short |
The Effect of Price Promotions on Variability in Product Category Sales |
title_full |
The Effect of Price Promotions on Variability in Product Category Sales |
title_fullStr |
The Effect of Price Promotions on Variability in Product Category Sales |
title_full_unstemmed |
The Effect of Price Promotions on Variability in Product Category Sales |
title_sort |
effect of price promotions on variability in product category sales |
url |
https://doi.org/10.1287/mksc.11.3.207 |
genre |
sami |
genre_facet |
sami |
op_relation |
http://dx.doi.org/10.1287/mksc.11.3.207 |
op_doi |
https://doi.org/10.1287/mksc.11.3.207 |
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Marketing Science |
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11 |
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3 |
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207 |
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220 |
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1796318542813986816 |