search query: @indexterm elasticity of demand / total: 22
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| Author: | Walters, R. Bommer, W. |
| Title: | Measuring the impact of product and promotion-related factors on product category price elasticities |
| Journal: | Journal of Business Research
1996 : JUL, VOL. 36:3, p. 203-216 |
| Index terms: | MEASUREMENT PROMOTION ELASTICITY OF DEMAND |
| Language: | eng |
| Abstract: | This study relates product category price elasticities to factors associated with the product being promoted and the product's promotional history. Examining product category elasticities is relevant because category management techniques are playing an increasingly important role in the promotional and merchandising activities of retailers and packaged goods manufacturers. The authors developed and tested a cross-section model using 52 weeks of scanner data and company records from a large supermarket chain. |
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