Verkaufsförderung im Wettbewerb - eine empirische Analyse am Beispiel von Preis-Promotions im Lebensmitteleinzelhandel

Even in the age of digitization, traditional price promotions are a key element of the stationary retail marketing mix, which is particularly true for FMCG products. Since the 1970s, many scientific studies have dealt with the short- and long-term effectiveness of this vital technique to increase demand for branded goods from price sensitive consumers. Various price promotion characteristics such as temporary price reductions only or special offers combined with weekly flyers were examined. On the other hand, comparatively little empirical research has investigated the extent to which a food retailer's special offers policy differs from that of a direct competitor. Accordingly, this paper is an approach to the question what role brands play in price promotions in food retailing that are equally offered by two directly competing retailers. It finds that those same brands are a constant factor in price promotions, but are not used as a means of competitive differentiation. Furthermore, this paper reveals that those brands are either being promoted in different promotion weeks only or that they are offered simul-taneously as well as in different weeks.