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Assessing the Impact of Temporary Retail Price Discounts Intervals Using SVM Semiparametric Regression

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.abstractAlthough 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).Wedevelop 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-andcompeting 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
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España*
dc.titleAssessing the Impact of Temporary Retail Price Discounts Intervals Using SVM Semiparametric Regressiones
dc.subject.unesco3325 Tecnología de las Telecomunicacioneses
dc.description.departamentoTeoría de la Señal y Comunicaciones

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