Skip to main content
padlock icon - secure page this page is secure

Assessing the impact of temporary retail price discounts intervals using SVM semiparametric regression

Buy Article:

$47.50 + tax (Refund Policy)

Although the marketing literature has found that temporary retail price discounts cause a significant sales increase, little is known about the specific characteristics of deals that influence the magnitude of the sales spike. In this paper, we analyse the impact of the length of temporary retail price discounts periods on the sales increase using scanner-store daily-sales data for two frequently purchased product categories: ground coffee (a storable category) and yogurt (a perishable category). We develop a robust semiparametric regression model based on support vector statistical theory with several previously proposed predictors along with a daily time description. This model also makes it possible to investigate the impact of temporary retail price reductions on own-and-competing brand sales, observing brand substitution patterns. The results evidence: (1) which days of the promotional period present a higher contribution to the sales spike; (2) the existence of threshold and saturation effects; and (3) that asymmetric cross price effects apply in both categories.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: SVM semiparametric regression; Sales spike; discounts; prices; temporary price discounts intervals

Document Type: Research Article

Affiliations: 1: Department of Marketing, University of Valencia, Spain 2: Department of Marketing, University of Castilla-La Mancha, Spain 3: Departament of Signal Theory and Communications, University Carlos III of Madrid, Spain

Publication date: 01 May 2006

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more