期刊
EUROPEAN JOURNAL OF OPERATIONAL RESEARCH
卷 241, 期 2, 页码 541-554出版社
ELSEVIER SCIENCE BV
DOI: 10.1016/j.ejor.2014.09.009
关键词
On-pack coupons; Pull price promotions; Push price promotions; Trade deal
资金
- MICINN [ECO2008-01551/ECON, ECO2011-24352]
- FEDER funds
- COST Action The EU in the new economic complex geography: models, tools and policy evaluation [IS1104]
The selection of either a pull or a push price promotion has mainly been investigated in contexts where manufacturers offer deals to consumers at the time of purchase or offer trade deals to retailers. This paper extends this framework to where manufacturers can offer either trade deals or rebate-like promotions to consumers such as on-pack coupons that stimulate the first and second purchases or a combination of the two promotion vehicles. It is demonstrated that the decision to implement either of the three promotion options critically depends, among other factors, on the percentage of first-time buyers who redeem their coupons at the second purchase. Particularly, a necessary condition to simultaneously offer both a trade deal and coupons is to have a positive coupon redemption rate. When possible, manufacturers prefer on-pack coupons over trade deals to take advantage of slippage and to further increase the overall demand via coupon-induced repeat purchase. Manufacturers are more likely to take the lion's share of channel profits. (C) 2014 Elsevier B.V. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据