The effects of price promotion on relative virtue and vice food products
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http://hdl.handle.net/10045/70988
Title: | The effects of price promotion on relative virtue and vice food products |
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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). |
URI: | http://hdl.handle.net/10045/70988 |
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 |
Publisher version: | http://dx.doi.org/10.22434/IFAMR2016.0109 |
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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File | Description | Size | Format | |
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2017_Parreno-Selva_etal_IFAMR.pdf | 453,38 kB | Adobe PDF | Open Preview | |
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