Breadth and Depth of Promotional Sales in Food Retailing

Glauben, Thomas and Hansen, Kristin and Loy, Jens-Peter and Weiss, Christoph (2011) Breadth and Depth of Promotional Sales in Food Retailing. Agricultural Economics (AGRICECON), 57 (3). pp. 145-149. ISSN 1805-9295


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Temporary price reductions (sales) as a means of promotion have become an increasingly important tool in the marketing mix of food retailers around the world. This paper investigates the retailers' pricing strategy by explicitly accounting for the multi-product nature of retailing. We find that retailers systematically adjust the breadth and depth of sales over time and they respond aggressively to their rivals' promotional activities. Finally, the breadth and depth of sales are found to be substitutes in the set of the available strategies to increase the store traffic. (authors' abstract)

Item Type: Article
Additional Information: The authors acknowledge financial support by the German Research Foundation (DFG LO655/6-5). Article deposited with permission of the editor.
Keywords: multi-product food retail pricing / promotional sales / Germany / milk products
Divisions: Departments > Volkswirtschaft > Volkswirtschaftspolitik u Industrieökon.
Version of the Document: Published
Variance from Published Version: None
Depositing User: Elena Simukovic
Date Deposited: 22 Feb 2016 15:23
Last Modified: 10 Aug 2020 22:01
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