The Impacts of Retail Promotions on the Demand for Orange Juice: A Study of a Retail Chain

Autor:	Mark G. Brown, Jonq-Ying Lee, Rebecca H. Chung
Rok vydání:	2009
Předmět:	Marketing Orange juice Market competition Sales promotion ComputerApplications_GENERAL Revenue Advertising Business Competitor analysis Orange (colour) Business and International Management Food Science
Zdroj:	Journal of Food Products Marketing. 15:175-189
ISSN:	1540-4102 1045-4446
Popis:	This study examined the impacts of retail promotions on the demand for five brands of orange juices for a retail chain (referred to as Retailer X) and its competitors using the Rotterdam model. Results show that the combination of feature ads and displays had the largest impacts on retail revenue among the four promotional tactics considered, whereas temporary price reductions had no advertising impacts on retail revenue. Results also show that when Retailer X promotes an orange juice (OJ) brand using any of the tactics, a larger portion of the increased demand for the promoted brand comes from reduced demand for other brands of OJ in the same store or chain.A smaller portion comes from the decreased demand in Retailer X's competing stores in the same trading area.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::abb042c31ec7c8e459359a03491238d9 https://doi.org/10.1080/10454440802317055 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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