Show simple item record

Using Daily Store-level Data to Understand Price Promotion Effects in a Semiparametric Regression Model

dc.contributor.authorMartínez Ruiz, María Pilar
dc.contributor.authorMollá Descals, Alejandro
dc.contributor.authorGómez Borja, M.A
dc.contributor.authorRojo-Álvarez, José Luis
dc.description.abstractThough it has been widely reported in the marketing literature that temporary price discounts generate substantial short-term sales increase, the shape of the deal effect curve constitutes a key research topic, for which there are still limited empirical results. To address this issue, a semiparametric regression approach is used to model the complex nature of this phenomenon. Our model is developed at the brand level using daily store-level scanner-data, which allows the study of several nonreported promotional effects, such as the influence of the day of the week both in promotional and nonpromotional periods. The results show that the weekend is the most effective in increasing promotional sales and that asymmetric and neighborhood effects hold. However, 9-ending promotional prices are not
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.titleUsing Daily Store-level Data to Understand Price Promotion Effects in a Semiparametric Regression Modeles
dc.subject.unesco3325 Tecnología de las Telecomunicacioneses
dc.description.departamentoTeoría de la Señal y Comunicaciones

Files in this item

This item appears in the following Collection(s)

Show simple item record

Atribución-NoComercial-SinDerivadas 3.0 EspañaExcept where otherwise noted, this item's license is described as Atribución-NoComercial-SinDerivadas 3.0 España