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Effet des réductions de prix et de la publicité sur les ventes en magasins : un plan factoriel

Author

Listed:
  • A. Bemmaor

    (ESSEC Business School)

  • D. Mouchoux

Abstract

Au moyen d'un plan factoriel avec répétitions conduit en magasins sur douze marques nationales appartenant à un total de six catégories de produits de grande consommation non périssables, les auteurs montrent que les élasticités par rapport aux réductions immédiates de prix se situent dans la fourchette [2–11], avec des valeurs plus grandes pour les marques les plus petites. Ces élasticités augmentent de 20% à 180% quand les détaillants annoncent les promotions par de la publicité, ce taux d'accroissement étant inférieur pour les marques leader. Les élasticités croisées par rapport aux réductions de prix des marques les plus chères sont inférieures à celles des autres marques; elles se situent dans la fourchette [2–2,7]. Les auteurs montrent enfin que les taux optimaux de promotion sont robustes à la spécification des modèles statistiques.

Suggested Citation

  • A. Bemmaor & D. Mouchoux, 1992. "Effet des réductions de prix et de la publicité sur les ventes en magasins : un plan factoriel," Post-Print hal-02015038, HAL.
    • Handle: RePEc:hal:journl:hal-02015038
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