Measuring the impact of product and promotion-related factors on product category price elasticities

Article Abstract:

Product category price elasticities are examined in connection with promotion-related factors and the product's promotional history. The important role of category management techniques in promotional and merchandising activities of retailers and packaged goods manufacturers increases the importance of the study of product category elasticities. A cross-section model using 52 weeks of scanner data and records of a large supermarket is analyzed. Factors such as brand market share and price significantly affected category elasticity but promotion factors such as the frequency and magnitude of price specials did not have any impact on category elasticities.

Supermarkets and Other Grocery (except Convenience) Stores, Grocery stores, Supermarket Chains, Usage, Supermarkets, Sales promotions

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Improving the retail performance by contrasting management- and customer-perceived store images: a diagnostic tool for corrective action

Article Abstract:

A modified version of Samli and Lincoln's (1989) image conflict paradigm was developed to enhance the performance of retail establishments. The modified paradigm, which classifies image variables into six types of congruence or incongruence, acts as a tool for management decision making by determining discrepancy between management and customer perceptions of all elements of the store's image. Ratings of image variables made by 63 households and 93 managers revealed that management and customers were in congruence in many of the image variables.

Retail Stores, Research, Marketing management

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Ads promoting OTC medications: The effect of ad format and credibility on beliefs, attitudes, and purchase intentions

Article Abstract:

Ad format and credibility produce desirable effects on the beliefs, attitudes and purchase intentions of consumers regarding over-the-counter drugs. Direct comparative ads and ads that have high credibility are found to be associated with positive brand beliefs, brand attitudes and purchase intentions. The belief that ad credibility help moderate ad format was was invalidated by the study.

Pharmaceutical Preparation Manufacturing, Pharmaceutical preparations, Proprietary Preparations, Proprietary drugs, Advertising

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