NEW INSIGHTS INTO SUPERMARKET PROMOTIONS VIA SCANNER DATA ANALYSIS: THE CASE OF MILK
| dc.creator | Green, Geoffrey M. | |
| dc.creator | Park, John L. | |
| dc.date | 2017-04-01T13:52:48Z | |
| dc.date.accessioned | 2026-07-09T03:56:14Z | |
| dc.description | 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. | |
| dc.identifier | doi:10.22004/ag.econ.26836 | |
| dc.identifier | https://ageconsearch.umn.edu/record/26836/files/29030044.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/26836 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/542250 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/26836 | |
| dc.title | NEW INSIGHTS INTO SUPERMARKET PROMOTIONS VIA SCANNER DATA ANALYSIS: THE CASE OF MILK | |
| dc.type | Text |