The effects of price promotion on relative virtue and vice food products
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http://hdl.handle.net/10045/70988
Título: | The effects of price promotion on relative virtue and vice food products |
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Autor/es: | Parreño-Selva, Josefa | Mas-Ruiz, Francisco | Ruiz-Conde, Enar |
Grupo/s de investigación o GITE: | Investigación en Marketing | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Light product | Regular product | Relative virtues and vices | Price promotions |
Área/s de conocimiento: | Comercialización e Investigación de Mercados |
Fecha de publicación: | 27-sep-2017 |
Editor: | Wageningen Academic Publishers |
Cita bibliográfica: | International Food and Agribusiness Management Review. 2017, 20(5): 637-654. doi:10.22434/IFAMR2016.0109 |
Resumen: | Retailers use price promotion of light and regular products, but not all of these products are perceived as relative virtues and vices, respectively. This paper aims to identify whether consumers distinguish between the two product categories. Survey data is used to distinguish between each product category, and identifies low-fat milk as a light product that gives both immediate and delayed rewards. Daily scanner data from a hypermarket supports the effects of price promotions on sales within and between product categories, as expected. We expect that, (1) due to these light products representing more enduring involvement, demand is less price sensitive compared to demand for regular products; (2) as nonimpulse purchase products, price promotions of light products cannibalize the sales of other light products; and (3) the loss of light product benefits associated with switching means that price promotions of light products hurt regular product sales more than vice versa. |
Patrocinador/es: | The authors appreciate the financial support provided by Ministerio de Ciencia e Innovación of Spain (ECO2012-32001). |
URI: | http://hdl.handle.net/10045/70988 |
ISSN: | 1096-7508 (Print) | 1559-2448 (Online) |
DOI: | 10.22434/IFAMR2016.0109 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | Attribution-NonCommercial-ShareAlike 4.0 International License |
Revisión científica: | si |
Versión del editor: | http://dx.doi.org/10.22434/IFAMR2016.0109 |
Aparece en las colecciones: | INV - Investigación en Marketing - Artículos de Revistas INV - MKT - Artículos de Revistas INV - UA.BRANDSCIENCE - Artículos de Revistas |
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