haku: @indexterm sales promotion / yhteensä: 268
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| Tekijä: | Leeflang, P.S.H. (et al.) |
| Otsikko: | Decomposing the sales promotion bump accounting for cross-category effects |
| Lehti: | International Journal of Research in Marketing
2008 : SEP, VOL. 25:3, p. 201-214 |
| Asiasana: | sales promotion shops brands models |
| Vapaa asiasana: | cross-category effects |
| Kieli: | eng |
| Tiivistelmä: | This article introduces a framework with specific cross-category (here as: crs-cat.) effects. Empirical results based on daily data measured at the item / stockkeeping units (SKUs) level show that the effects of promotions on sales in other categories (here as: cats.) are modest. Between-category (here as: btw-cat.) complementary (here as: cmpl.) effects (20 percent) are, on average, substantially larger than btw-cat. substitution (as: subst.) effects (11 percent). Hence, a promotion of an item has an average net spin-off effect of 9 percent of its own effect. The number of significant crs-cat. effects is low, which means expecting that it is sufficient to look at within-cat. effects only. It is also found within-cat. cmpl. effects. There are found small stockpiling effects (6 percent), modest cross-item effects (22 percent), and substantial cat.-expansion effects (72 percent). The cross-item effects are the result of cross-item subst. effects within the category (26 percent) and within-cat. cmpl. effects (4 percent). About 15 percent of the cat.-expansion effect is due to btw-cat. subst. effects of dependent categories. |
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