NEW INSIGHTS INTO SUPERMARKET PROMOTIONS VIA SCANNER DATA ANALYSIS: THE CASE OF MILK

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.


Subject(s):
Issue Date:
1998-11
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/26836
Published in:
Journal of Food Distribution Research, Volume 29, Number 3
Page range:
44-53
Total Pages:
10




 Record created 2017-04-01, last modified 2017-08-24

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