The impact of sales promotions on store performance: a structural vector autoregressive approach |
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Authors: | Marzia Freo |
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Institution: | (1) Dipartimento di Scienze Statistiche, Universitá di Bologna, via Belle Arti 41, 40126 Bologna, Italy |
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Abstract: | The present paper analyses the impact of sales promotions on store performance, in the short and long term, from the retailer's
point of view. Relationships among promoted and regular sales in the hypermarkets of a large-scale retail chain of national
importance, are investigated by means of a structural vector autoregressive model (SVAR). Statistically significant effects
of sales promotions in the heavy household section on store sales are found in the short-run; these promotions produce additional
sales and thus act as an attractive factor. Promotions in textile category, on the contrary, produce an immediate negative
effect on net sales. In the long run, negative statistically significant effects on regular sales are detected when promotions
are repeatedly implemented within perishables category. |
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Keywords: | promotional effectiveness retail promotions structural VAR short- and long-term effects |
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