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| Author: | Kumar, V. Pereira, A. |
| Title: | Explaining the variation in short-term sales response to retail price promotions |
| Journal: | Journal of the Academy of Marketing Science
1995 : SUMMER, VOL. 23:3, p. 155-169 |
| Index terms: | RETAIL PRICING SALES PROMOTION |
| Language: | eng |
| Abstract: | This study focuses on the short-term sales response to price promotions in retail grocery stores and attempts to explain its variation using frequency of price promotions and the consecutive scheduling of price promotions. Retail managers' expectations and tenets from behavioral theories provide the basis for the hypotheses that the frequency of price promotions and consecutive scheduling of price promotions affect short-term response to price promotions. The hypotheses are tested on three frequently purchased product categories, using store-level data from retail chains in three major markets. |
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