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          Volume 29, Number 3, November 1998 >

Please use this identifier to cite or link to this item: http://purl.umn.edu/26836

Title: NEW INSIGHTS INTO SUPERMARKET PROMOTIONS VIA SCANNER DATA ANALYSIS: THE CASE OF MILK
Authors: Green, Geoffrey M.
Park, John L.
Issue Date: 1998-11
Abstract: 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.
URI: http://purl.umn.edu/26836
Institution/Association: Journal of Food Distribution Research>Volume 29, Number 3, November 1998
Total Pages: 10
Language: English
From Page: 44
To Page: 53
Collections:Volume 29, Number 3, November 1998

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