Assessing the Impact of Short-Term Supermarket Strategy Variables

The authors examine the relative importance of temporary price reductions, display alternatives, and newspaper advertising to unit sales of supermarket products. The research was conducted as an in-store pricing experiment characterized by a factorial design.

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Bibliographic Details
Published in:Journal of marketing research 1982-02, Vol.19 (1), p.72-86
Main Authors: Wilkinson, J. B., Mason, J. Barry, Paksoy, Christie H.
Format: Article
Language:English
Subjects:
Advertising
Advertising expenditures
Advertising rates
Advertising research
Comparative advertising
Cost of sales
Displays
Market prices
Marketing
Merchandising
Price cuts
Pricing
Product displays
Sales promotions
Studies
Supermarkets
Unit costs
Variance analysis
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Description
Summary:The authors examine the relative importance of temporary price reductions, display alternatives, and newspaper advertising to unit sales of supermarket products. The research was conducted as an in-store pricing experiment characterized by a factorial design.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224378201900107