The Role of Retail Competition, Demographics and Account Retail Strategy as Drivers of Promotional Sensitivity

Topics:
Marketing Communications,
Pricing Strategy,
Print Advertising
Tags:
Management,
Retail,
Sensitivity,
Springer Science+Business Media,
Strategy
Source:
Springer Science+Business Media

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Overview: This paper studies the determinants of sensitivity to the promotional activities of temporary price reductions, displays, and feature advertisements. Both the theoretical and empirical literatures on price promotions suggest that retailer competition and the demographic composition of the shopping population should be linked to response to temporary price cuts. However, datasets that span different market areas have not been used to study the role of retail competition in determining price sensitivity. Moreover, little is known about the determinants of display and feature response.

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Format: PDF | Size: 291KB | Date: May 2004 | Pages: 22

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