The effects of price promotion on relative virtue and vice food products

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Title: The effects of price promotion on relative virtue and vice food products
Authors: Parreño-Selva, Josefa | Mas-Ruiz, Francisco | Ruiz-Conde, Enar
Research Group/s: Investigación en Marketing | Marketing
Center, Department or Service: Universidad de Alicante. Departamento de Marketing
Keywords: Light product | Regular product | Relative virtues and vices | Price promotions
Knowledge Area: Comercialización e Investigación de Mercados
Issue Date: 27-Sep-2017
Publisher: Wageningen Academic Publishers
Citation: International Food and Agribusiness Management Review. 2017, 20(5): 637-654. doi:10.22434/IFAMR2016.0109
Abstract: 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.
Sponsor: The authors appreciate the financial support provided by Ministerio de Ciencia e Innovación of Spain (ECO2012-32001).
ISSN: 1096-7508 (Print) | 1559-2448 (Online)
DOI: 10.22434/IFAMR2016.0109
Language: eng
Type: info:eu-repo/semantics/article
Rights: Attribution-NonCommercial-ShareAlike 4.0 International License
Peer Review: si
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Appears in Collections:INV - Investigación en Marketing - Artículos de Revistas
INV - MKT - Artículos de Revistas
INV - UA.BRANDSCIENCE - Artículos de Revistas

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