频率与深度:改变促销的时间过程如何影响对可储存商品的需求

IF 1.5 4区 经济学 Q2 ECONOMICS
Matthew Osborne
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引用次数: 10

摘要

与改变促销深度相比,改变促销频率在增加数量和收益方面是否更有效?为了回答这个问题,一个前瞻性的动态结构模型的消费者储存行为是估计使用扫描仪数据的可储存的产品类别。该模型的反事实模拟表明,尽管增加促销频率和深度都是增加销量和收入的有效工具,但增加每一美元的折扣深度是更有效的促销策略。在降低频率的同时增加深度比单独增加深度更有效。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Frequency versus Depth: How Changing the Temporal Process of Promotions Impacts Demand for a Storable Good

Is changing the frequency at which promotions are offered more or less effective at increasing quantity and revenue than changing promotional depth? To answer this question, a forward-looking dynamic structural model of consumer stockpiling behaviour is estimated using scanner data for a storable product category. Counterfactual simulations from the model imply that although increasing promotional frequency and depth are both effective tools for increasing quantity sold and revenue, increasing the depth of discounts is a more effective strategy per dollar spent on promotions. Increasing depth while decreasing frequency is even more effective than increasing depth on its own.

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来源期刊
CiteScore
2.70
自引率
0.00%
发文量
15
期刊介绍: Started in 1950 by a group of leading Japanese economists under the title The Economic Studies Quarterly, the journal became the official publication of the Japanese Economic Association in 1959. As its successor, The Japanese Economic Review has become the Japanese counterpart of The American Economic Review, publishing substantial economic analysis of the highest quality across the whole field of economics from researchers both within and outside Japan. It also welcomes innovative and thought-provoking contributions with strong relevance to real economic issues, whether political, theoretical or policy-oriented.
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