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La Eficacia De La Promoción De Precio Minorista Analizada Desde Una Perspectiva Individual: Una Aplicación Empírica En La Provincia De Alicante

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Author Info

  • Ana B. Casado

    ()
    (Universidad de Alicante)

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    Abstract

    In researching hypermarkets it is important to understand the effects of tools such as the retail price promotion on products with or without promotion, the amount spent on them and the profitability of the customers. This study analyses these relationships in a chain of hypermarkets by using individual purchase data. The data are obtained by means of survey and the sales tickets which were supplied by those polled. The results show that price promotions increase the purchase of products which are not promoted, and that those customers who visit the store because of the promotion spend more in products being promoted than other customers but they are also more profitable for retailers. En el ámbito de los hipermercados es de vital importancia conocer los efectos de una herramienta tan utilizada como las promociones de precio sobre las compras de productos con y sin promoción, el importe gastado en los mismos, y la rentabilidad de los clientes. El presente estudio trata de contrastar estas relaciones en el ámbito de una cadena de hipermercados de productos de alimentación y limpieza del hogar, utilizando datos individuales de compra. Los datos se obtienen a partir de una encuesta realizada a los compradores del establecimiento, y mediante los tickets de compra. Los resultados muestran que las promociones de precio incrementan la compra de productos a precios regulares, y que los clientes que acuden al establecimiento atraídos por la promoción gastan más en productos en promoción que el resto de clientes pero también son más rentables.

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    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2002-01.pdf
    File Function: Fisrt version / Primera version, 2002
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    Bibliographic Info

    Paper provided by Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie) in its series Working Papers. Serie EC with number 2002-01.

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    Length: 27 pages
    Date of creation: Feb 2002
    Date of revision:
    Publication status: Published by Ivie
    Handle: RePEc:ivi:wpasec:2002-01

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    Related research

    Keywords: promociones de precio; beneficio; minorista price promotion; profitability; retailing;

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