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Título:
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Will they return? Getting private label consumers to come back: Price, promotion, and new product effects
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Autores:
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Abril Barrie, Carmen ;
Sánchez, Joaquín
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Tipo de documento:
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texto impreso
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Editorial:
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Elsevier, 2016-07
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Dimensiones:
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application/pdf
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Nota general:
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info:eu-repo/semantics/restrictedAccess
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Idiomas:
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Palabras clave:
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Estado = Publicado
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Materia = Ciencias: Estadística: Investigación Comercial
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Materia = Ciencias Sociales: Economía: Marketing
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Tipo = Artículo
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Resumen:
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Using a hazard model specification with two years of consumer panel data, this study simultaneously quantifies the effects of price gaps, non-monetary promotions, and new products on consumer switching from private labels back to manufacturer brands. The research focuses on the switching phenomena, rather than choice, such that time is a relevant variable. According to the results, non-monetary promotions and new products are more effective for recovering consumers than price gap reductions. These findings underscore the importance of understanding how consumers perceive the value of manufacturer brands.
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En línea:
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https://eprints.ucm.es/55466/1/Abril-Will%20they%20return.pdf
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