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

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Author Info

  • Peter Boatwright
  • Sanjay Dhar
  • Peter Rossi

Abstract

We study 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. Very little attention has been focused on retailer strategic decisions such as price format (EDLP vs. Hi-Lo) or size of stores. We assemble a unique dataset with all U.S. markets and all major retail grocery chains represented in order to investigate the role of retail competition, account retail strategy, and demographics in determining promotional response. Previous work has not simultaneously modeled response to price, display, and feature promotions, which we do in a Bayesian Hierarchical model. We also allow for retailers in the same market to have correlated sales response equations through a variance component specification. Our results indicate that retail strategic variables such as price format are the most important determinants of promotional response, followed by demographic variables. Surprisingly, we find that variables measuring the extent of retail competition are not important in explaining promotional response. Copyright Kluwer Academic Publishers 2004

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File URL: http://hdl.handle.net/10.1023/B:QMEC.0000027777.29554.8b
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Bibliographic Info

Article provided by Springer in its journal Quantitative Marketing and Economics.

Volume (Year): 2 (2004)
Issue (Month): 2 (June)
Pages: 169-190

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Handle: RePEc:kap:qmktec:v:2:y:2004:i:2:p:169-190

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Web page: http://www.springerlink.com/link.asp?id=111240

Related research

Keywords: promotions; pricing; retail strategy; account modeling;

References

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  1. Nevo, Aviv, 1998. "Measuring Market Power in the Ready-To-Eat Cereal Industry," Research Reports 25164, University of Connecticut, Food Marketing Policy Center.
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  3. Berry, Steven & Levinsohn, James & Pakes, Ariel, 1995. "Automobile Prices in Market Equilibrium," Econometrica, Econometric Society, vol. 63(4), pages 841-90, July.
  4. Judith A. Chevalier & Anil K. Kashyap & Peter E. Rossi, 2003. "Why Don't Prices Rise During Periods of Peak Demand? Evidence from Scanner Data," American Economic Review, American Economic Association, vol. 93(1), pages 15-37, March.
  5. Teck-Hua Ho & Christopher S. Tang & David R. Bell, 1998. "Rational Shopping Behavior and the Option Value of Variable Pricing," Management Science, INFORMS, vol. 44(12-Part-2), pages S145-S160, December.
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  7. Allenby, G.M. & Rossi, P.E., 1988. "There Is No Aggregation Bias: Why Macro Logit Models Work," Papers 88-62, Chicago - Graduate School of Business.
  8. Rajiv Lal & John D. C. Little & J. Miguel Villas-Boas, 1996. "A Theory of Forward Buying, Merchandising, and Trade Deals," Marketing Science, INFORMS, vol. 15(1), pages 21-37.
  9. Andrew Ainslie & Peter E. Rossi, 1998. "Similarities in Choice Behavior Across Product Categories," Marketing Science, INFORMS, vol. 17(2), pages 91-106.
  10. Narasimhan, Chakravarthi, 1988. "Competitive Promotional Strategies," The Journal of Business, University of Chicago Press, vol. 61(4), pages 427-49, October.
  11. Sang Yong Kim & Richard Staelin, 1999. "Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment," Marketing Science, INFORMS, vol. 18(1), pages 59-76.
  12. Ruth N. Bolton, 1989. "The Relationship Between Market Characteristics and Promotional Price Elasticities," Marketing Science, INFORMS, vol. 8(2), pages 153-169.
  13. J. Miguel Villas-Boas & Russell S. Winer, 1999. "Endogeneity in Brand Choice Models," Management Science, INFORMS, vol. 45(10), pages 1324-1338, October.
  14. Lal, Rajiv & Matutes, Carmen, 1994. "Retail Pricing and Advertising Strategies," The Journal of Business, University of Chicago Press, vol. 67(3), pages 345-70, July.
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Citations

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Cited by:
  1. Dennis Campbell & Srikant M. Datar & Tatiana Sandino, 2008. "Organizational Design and Control across Multiple Markets: The Case of Franchising in the Convenience Store Industry," Harvard Business School Working Papers 08-091, Harvard Business School.
  2. Crabbe, M. & Vandebroek, M., 2012. "Improving the efficiency of individualized designs for the mixed logit choice model by including covariates," Computational Statistics & Data Analysis, Elsevier, vol. 56(6), pages 2059-2072.
  3. Haans, A.J. & Gijsbrechts, E., 2011. "One-deal-fits-all?: On category sales promotion effectiveness in smaller versus larger supermarkets," Open Access publications from Tilburg University urn:nbn:nl:ui:12-4643292, Tilburg University.
  4. Foxall, Gordon R. & Yan, Ji & Oliveira-Castro, Jorge M. & Wells, Victoria K., 2013. "Brand-related and situational influences on demand elasticity," Journal of Business Research, Elsevier, vol. 66(1), pages 73-81.
  5. Steven Tenn, 2006. "Avoiding aggregation bias in demand estimation: A multivariate promotional disaggregation approach," Quantitative Marketing and Economics, Springer, vol. 4(4), pages 383-405, December.

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