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A Hierarchical bayes error correction model to explain dynamic effects of price changes
Among the marketing-mix variables, price and price promotions have the greatest impact on short-term consumer purchase behavior. Systematic relationships between market characteristics and the magnitude of price elasticities have been the focus of many studies. Because the profitability of a promotion largely depends on the long-term effects, providing insights into the determinants of the cumulative effect is of interest to both brand managers and retailers. In this article, the authors analyze which brand- and category-specific characteristics influence the short-term and the long-term effects of price promotions and changes in regular price. The Bayesian estimation results show that the immediate elasticity and the cumulative elasticity of a price discount in the data set under scrutiny are significantly lower than zero. Across brands, the dispersion of the posterior mean of the immediate effect of a price promotion is larger than the dispersion in the posterior mean of the cumulative effect..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Brand equity Sales promotions Price elasticity studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |