NEW INSIGHTS INTO SUPERMARKET PROMOTIONS VIA SCANNER DATA ANALYSIS: THE CASE OF MILK

Geoffrey M. Green and John Park

Journal of Food Distribution Research, 1998, vol. 29, issue 3, 10

Abstract: Supermarket companies expend significant resources and employ many promotional activities so as to convince consumers to shop their stores. This analysis investigates the promotional activities of a single retail food company to determine the price and promotion responsiveness of fluid milk products that differ by milkfat content. It utilizes weekly, store-level scanner data. Seasonality and advertising are significant determinants of retail sales of fluid milk. Own-price elasticities are negative, and cross-price elasticities are positive for all milk types and are significant and elastic in the case of 2% milk. Advertising effects are positive and statistically significant. The response to advertising is much more pronounced for reduced-fat milk types than it is for whole milk.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 1998
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:26836

DOI: 10.22004/ag.econ.26836

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