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An empirical analysis of retail pricing and multimedia advertising effects on sales performance
, Ogbuehi A.O.
Published in
Volume: 4
Issue: 1
Pages: 3 - 16
Because of recent advances in data collection via scanners, large amounts of weekly scanning data on the actual shoppers' purchases can be generated. Thus, providing new challenges and opportunities for researchers to conduct retail demand analysis. This approach provides a potentially useful tool to assess sales performance studies at the retail level. Using scanning data representing three product groups, demand elasticity estimates are generated for a chain of five retail firms located in a large metropolitan area of the southeastern United States. © 1997 by The Haworth Press, Inc. All rights reserved.
About the journal
JournalJournal of Food Products Marketing
Open AccessNo