Effect of Price-Discount Distribution in Multi-Unit Price Promotions on Sales Value and retailers’ revenue: Evidence from Multi-Unit Auctions
Rodolfo Nayga and
Jose Maria Gil
No 126487, 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil from International Association of Agricultural Economists
Using multi-unit auctions, we examined the effect of different distributions of price discount across multiple units of a relatively new product on consumers’ Willingness to Pay (WTP), sales value and retailers’ revenue. We found that allowing the price discount to be increasing in the number of units largely increases willingness to pay, sales value and retailers’ revenue and that a price discount that is uniformly distributed across units also has the potential to motivate consumers to buy more units of the new product. However, multi-unit price promotions that concentrate all the amount of price discount on the last unit only provides a weak positive effect on sales value.
Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:iaae12:126487
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