Sales Promotion Effectiveness: The Impact of Category – Brand Level Price Promotions on Sales Performance of a Large Retailer

Ömer Zeybek*, Burç Ülengin

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Özet

Sales promotion is a primary tool included in the marketing mix that can arbitrate the sales trend. Retailers need to deploy business analytics to measure and define key performance indicators to determine an accurate measurement of return in investment for individual promotions. In this context, the need for an advanced Decision Support System (DSS) to orchestrate promotion strategy is critical for the companies. A brand-level model, which will assess promotional performances of brands within the category, could provide a helpful tool to retailers both for category management and price promotions activity allocation. This research estimates promotion/sales elasticity models for 11 brand-category groups to assess promotion efficiency using the ARDL bounds test method. Brand-level model, we estimated points that own price and promotion depth effect have the most significant impact magnitude on sales. Auto-regressive Distributed Lag type models we employed for this analysis enable us to differentiate long- and short-term analysis.

Orijinal dilİngilizce
Ana bilgisayar yayını başlığıIntelligent and Fuzzy Techniques for Emerging Conditions and Digital Transformation - Proceedings of the INFUS 2021 Conference
EditörlerCengiz Kahraman, Selcuk Cebi, Sezi Cevik Onar, Basar Oztaysi, A. Cagri Tolga, Irem Ucal Sari
YayınlayanSpringer Science and Business Media Deutschland GmbH
Sayfalar921-928
Sayfa sayısı8
ISBN (Basılı)9783030856250
DOI'lar
Yayın durumuYayınlandı - 2022
EtkinlikInternational Conference on Intelligent and Fuzzy Systems, INFUS 2021 - Istanbul, Turkey
Süre: 24 Ağu 202126 Ağu 2021

Yayın serisi

AdıLecture Notes in Networks and Systems
Hacim307
ISSN (Basılı)2367-3370
ISSN (Elektronik)2367-3389

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???event.eventtypes.event.conference???International Conference on Intelligent and Fuzzy Systems, INFUS 2021
Ülke/BölgeTurkey
ŞehirIstanbul
Periyot24/08/2126/08/21

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Publisher Copyright:
© 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.

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