The impact of sales promotions on store performance: a structural vector autoregressive (SVAR) approach

Freo, Marzia (2005) The impact of sales promotions on store performance: a structural vector autoregressive (SVAR) approach. Bologna, IT: Dipartimento di Scienze Statistiche "Paolo Fortunati", Alma Mater Studiorum Università di Bologna, p. 18. DOI 10.6092/unibo/amsacta/1077. In: Quaderni di Dipartimento. Serie Ricerche ISSN 1973-9346.
Full text disponibile come:
[thumbnail of quaderni_ricerche_2005_ImpactSales.pdf]
Anteprima
Documento PDF
Download (258kB) | Anteprima

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 continuative promotions are implemented within perishables’ category.

Abstract
Tipologia del documento
Monografia (Working paper)
Autori
AutoreAffiliazioneORCID
Freo, Marzia
Parole chiave
promotional effectiveness, retail promotions, structural VAR, short- and long-term effects; efficacia delle promozioni, promozioni del venditore, VAR strutturale, effetti di breve e lungo periodo
Settori scientifico-disciplinari
ISSN
1973-9346
DOI
Data di deposito
08 Giu 2005
Ultima modifica
16 Mag 2011 11:41
URI

Altri metadati

Statistica sui download

Statistica sui download

Gestione del documento: Visualizza il documento

^