Price Promotions and Brand Loyalty: Empirical Evidence for the German Breakfast Cereals Market
Price promotions are important marketing activities for (food) retailers; brand loyalty is a major requisite to foster brands' assets. Several theoretical papers have analyzed the relationship between price promotions and brand loyalty resulting in mixed or perhaps contradictory outcomes; only a few empirical studies for (European) grocery markets are available to test which model(s) might be most relevant to reflect pricing strategies in food retailing. In this analysis, two detailed data sets for the German ready-to-eat breakfast cereals market are merged to investigate the relationship between price promotions and brand loyalty. We find significant empirical evidence that stronger brands tend to be promoted less frequently at lower discounts compared to weaker brands. The reason might be that price reductions are more costly for brands having loyal customers who are willing to accept higher mark-ups. Therefore stronger brands might need to come up with alternative measures to recruit new customers instead of offering attractive promotional sales.
|Date of creation:||2011|
|Date of revision:|
|Contact details of provider:|| Web page: http://www.eaae.org|
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Huang, Rui & Perloff, Jeffrey M. & Villas-Boas, Sofia B, 2006.
"Effect of sales on brand loyalty,"
CUDARE Working Paper Series
1011R, University of California at Berkeley, Department of Agricultural and Resource Economics and Policy.
- Huang Rui & Perloff Jeffrey M & Villas-Boas Sofia B, 2006. "Effects of Sales on Brand Loyalty," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 4(1), pages 1-26, July.
- Huang, Rui & Perloff, Jeffrey M & Villas-Boas, Sofia B, 2006. "Effect of Sales on Brand Loyalty," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt2qc1p7g9, Department of Agricultural & Resource Economics, UC Berkeley.
- repec:cdl:agrebk:135635 is not listed on IDEAS
- Talip Kilic & Calogero Carletto & Juna Miluka & Sara Savastano, 2009. "Rural nonfarm income and its impact on agriculture: evidence from Albania," Agricultural Economics, International Association of Agricultural Economists, vol. 40(2), pages 139-160, 03.
- Berck, Peter & Brown, Jennifer & Perloff, Jeffrey M. & Villas-Boas, Sofia Berto, 2008.
"Sales: Tests of theories on causality and timing,"
International Journal of Industrial Organization,
Elsevier, vol. 26(6), pages 1257-1273, November.
- Berck, Peter & Brown, Jennifer & Perloff, Jeffrey M & Villas-Boas, Sofia B., 2007. "Sales: Tests of Theories on Causality and Timing," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt2g56n1jk, Department of Agricultural & Resource Economics, UC Berkeley.
- Berck, Peter & Brown, Jennifer & Perloff, Jeffrey M. & Villas-Boas, Sofia B, 2007. "Sales : tests of theories on causality and timing," CUDARE Working Paper Series 1031, University of California at Berkeley, Department of Agricultural and Resource Economics and Policy.
- Bing Jing & Zhong Wen, 2008. "Finitely Loyal Customers, Switchers, and Equilibrium Price Promotion," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 17(3), pages 683-707, 09.
- Liran Einav & Ephraim Leibtag & Aviv Nevo, 2010. "Recording discrepancies in Nielsen Homescan data: Are they present and do they matter?," Quantitative Marketing and Economics, Springer, vol. 8(2), pages 207-239, June.
- Allender, William J. & Richards, Timothy J., 2009. "Measures of Brand Loyalty," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49536, Agricultural and Applied Economics Association.
- Wettstein, Nadine & Brosig, Stephan & Glauben, Thomas & Hanf, Jon Henrich & Loy, Jens-Peter, 2009. "Do Private Labels Generate Loyalty? Empirical Evidence for German Frozen Pizza," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 12(4).
When requesting a correction, please mention this item's handle: RePEc:ags:eaae11:114341. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search)
If references are entirely missing, you can add them using this form.