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AgEcon Search >
Journal of Food Distribution Research >
Volume 29, Number 3, November 1998 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/26836
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| 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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| 29030044.pdf | 742Kb | PDF | View/Open |
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