Empirical Analysis

Daniela Wiehenbrauk ()

Chapter Chapter 5 in Collaborative Promotions, 2010, pp 99-125 from Springer

Abstract: Abstract We support the findings of our analytical study with empirical evidence from the diapers category. We begin the analysis by describing our data set and the different retail chains that form the competitive landscape, in the first section. In the second section, we give a brief profile of each retail chain before analyzing their pricing levels with respect to regular and promotion prices, as well as their promotion strategies, including retail price format and frequency. Further, we provide an in-depth analysis of customer demand, depending on the prices and quantities offered by the retailers, in order to understand the price sensitivity of customers with the aim of decomposing customer demand into segments of loyal and smart customers. We further distinguish smart customers into store-switching and stockpiling customers according to the segmentation in Sect. 4.1.3. From there, we derive the segmentation-based retailer strategies that can be observed in the competitive landscape. Subsequently, we include a second data set containing order quantities of the retail chains on the supply side in order to analyze the correlation between order quantities and the resulting competitive pressure for future periods. We compile the Competition Index and show how this piece of information can be valuable for the retailer in order to forecast promotion activities of his competition in upcoming periods.

Keywords: Price Level; Order Quantity; Competitive Pressure; Promotion Strategy; Private Label (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:lnechp:978-3-642-13393-0_5

Ordering information: This item can be ordered from
http://www.springer.com/9783642133930

DOI: 10.1007/978-3-642-13393-0_5

Access Statistics for this chapter

More chapters in Lecture Notes in Economics and Mathematical Systems from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().