Is 75% of the sales promotion bump due to brand switching? No, only 33% is

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van Heerde, H.J.; Gupta, S.; Wittink, D.R.;
(2003)
  • Subject: EMPIRICAL GENERALIZATION | Top | PURCHASE QUANTITY | SCANNER DATA | WHETHER | BUY | IMPACT | CHOICE | CATEGORY | CONSUMER | PRICE PROMOTIONS

Several researchers have decomposed sales promotion elasticities based on household scanner-panel data. A key result is that the majority of the sales promotion elasticity, approximately 74% on average, is attributed to secondary demand effects (brand switching) and the... View more
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