Promotional Food Retail Sales: Frequency Versus Depth

Jens-Peter Loy and Kristin Hansen

No 9785, 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: Temporary price reductions (sales) as a means of promotional measures have become an increasingly important tool in the marketing mix of German food retailers. Various models have been proposed to explain the rationales behind such pricing strategies. Recently these models have been extended by Richards (2006) to capture the multiproduct nature of retail business. In this paper German retail food scanner data over two years are used to estimate a three step procedure to explain breadth and depth of sales, and their impact on category revenues.

Keywords: Demand and Price Analysis; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers)
Pages: 20
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea07:9785

DOI: 10.22004/ag.econ.9785

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