search query: @author Lim, J. / total: 6
reference: 2 / 6
| Author: | Lim, J. Currim, I.S. Andrews, R.L. |
| Title: | Consumer heterogeneity in the longer-term effects of price promotions |
| Journal: | International Journal of Research in Marketing
2005 : DEC, VOL. 22:4, p. 441-457 |
| Index terms: | marketing consumers segmentation brand loyalty prices products time series models USA |
| Language: | eng |
| Abstract: | This paper explores whether the adjustment (here as: adj.), permanent, and total effects of price promotions (as: p-prom./s.), and the duration of the adj. period, differ btw. consumers segmented (as: segm.) based on their usage rates in a product category (as: p-cat./p-cats.) and their loyalty to a brand. Also, investigated is whether such consumer segm. will improve the forecasting performance of persistence models at both p-cat. and brand levels. Evidence from household-level supermarket scanner data on four p-cats. is provided. Substantial differences btw. consumer segments are found. Insights are provided on how managers can increase the longer-term effectiveness of p-proms. by targeting each consumer segment with a different prom. program. There are also more results reported. |
SCIMA