Classification of Empirical Work on Sales Promotion: A Synthesis for Managerial Decision Making

Sales Promotion activities have gained strategic focus as markets are getting complex and competitive. Key managerial concerns in this area are budget allocation across elements of promotions as well as trade vis. consumer promotion, how to design individual sales promotion techniques and a calendar in face of competitive promotions, how to manage them and evaluate the short-term and long-term impact of the same. The objective of this paper is to present, through Meta-analysis, an overview of recent contributions appearing in scholastic journals relevant to the field of Sales Promotion, to classify them into different classificatory framework, report key findings, highlight the managerial implications and raise issues. The database used is the EBSCO host available on VSLLAN (Library)- Indian Institute of Management Ahmedabad). The selection procedure consisted of peer-reviewed scholarly contributions for recent five year period. Out of more than 700 articles 64 article were selected which were analyzed for classifying them into • Perspective addressed: Manufacturer, retailer or consumer. • Market [country where the research was undertaken] • Type of promotion activity addressed - coupon, contest, price cut etc. • Management function addressed: planning, implementation, control [evaluation] • It was found that majority of the articles addressed manufacturers perspectives ; almost all studies were done in developed countries ; coupon as a consumer promotion tool was widely researched; and more than half of the articles were addressing planning related issues. Finally attempt has been made to synthesize managerial implications of the studies under broad topic areas for guidelines for managers.

The Strategic Role of Supermarket Buyer Intermediaries in New Product Selection: Implications for Systemwide Efficiency

Agribusiness,

The Effects of Trivial Attributes on Choice of Food Products

Trivial or irrelevant attributes are defined as attributes that do not create a meaningful difference in a brand’s performance. The objective of this paper is to determine if and how trivial attributes affect consumers in their choice of variety/brands of food products including frozen green beans, orange juice, canola oil, and frosted strawberry toaster pastries. Sixty subjects participated in the experiment. Subjects understood that trivial attributes are less important than substantive attributes. Substantive (important) quality attributes and economic variables affecting choice were all perceived equal across brands by the subjects in the experiment. Two critical driving forces in determining the presence and direction of the effect of a trivial attribute on the consumer choice are the size of the choice set and the type of trivial attribute, i.e., product versus promotional attribute.consumer choice, food products, product attributes, promotional attributes, choice set size, trivial attributes, Agribusiness,

SUPERMARKET PRICING AND GAME THEORY: THE PRESENCE OF WAL-MART

Wal-Mart is a giant in the grocery industry and its influence is growing at a rapid pace. Despite Wal-Mart's success with Everyday Low Pricing (EDLP), there is little to no evidence to suggest that other supermarket chains wish to follow a similar path. Why? This research addresses this question.Marketing,

Is Meat the New Tobacco? Regulating Food Demand in the Age of Climate Change

Switching from a meat-heavy to a plant-based diet is one of the highest-impact lifestyle changes for climate mitigation and adaptation. Conventional demand-side energy policy has focused on increasing consumption of efficient machines and fuels. Regulating food demand has key advantages. First, food consumption is biologically constrained, thus switching to more efficient foods avoids unintended consequences of switching to more efficient machines, like higher overall energy consumption. Second, food consumption, like smoking, is primed for norm- shifting because it occurs in socially conspicuous environments. While place-based bans and information regulation were essential in lowering the prevalence of smoking, the same strategies may be even more effective in reducing meat demand. Several policy reforms can be implemented at the federal level, from reform of food marketing schemes to publicly subsidized meal programs

An Empirical View of the Different Types of Consumer Promotions in India

The paper provides an empirical view of the range of promotions launched in the Indian market place from 1996 to 2003. The different promotions include free gift offers, price offs, extra product offers, exchange offers, buy-more-and-save offers, contests and sweepstakes. The most frequently launched promotion is the free gift offer followed by the sweepstake offer and extra product offer. Some differences in trends are found across FMCG, Consumer Durable and Service sectors. A detailed description of each type of promotion is provided in order to highlight the different incentives offered by such promotions.

Second Roundtable Meeting: Innovations in Building Consumer Demand for Tobacco-Cessation Products and Services

Outlines February 2007 discussions at the National Tobacco Cessation Collaborative's Consumer Demand Roundtable on supporting the quitting process, building demand for products and services among employers and health plans, and design innovations

Governing growth in organic farming: The evolving capacities of organic groups in the United Kingdom and Denmark

The question of the ‘policy capacity’ of interest groups is increasingly gaining prominence as a key variable in governing and transformative capacities. This raises the issue of whether group policy capacities can be developed. While group scholars have long talked of group capacity, this has largely amounted to compiling a ‘shopping list’ of possible capacities general to all groups. There has not been much attention to variations in capacity among groups, or with the development of capacity by a single group over time. This paper takes a tentative step towards filling this gap. In pursuing this general line of inquiry we argue that (i) initial ‘selection’ of group type shapes scope of capacity development, (ii) groups seek to adapt capacity to changing policy contexts, and (iii) adaptive efforts are shaped by the ‘legacy’ of the originating type – change is bounded unless the group engages in ‘radical’ organisational changes (e.g. redefinition of entire purpose). This general argument is fleshed out by comparing and contrasting the evolution of the key organic interest groups in both the UK and Denmark

Seller versus Broker: Timing of Promotion

Sellers and brokers may differ in preferred timing of costly promotion. Sellers with holding costs are anxious to sell. Sellers with showing costs want a slower approach. We find a standard listing contract where the broker chooses promotion timing can be efficient if sellers have no significant holding or showing costs. We then delineate the efficient listing contract provisions for duration and fee structure for sellers who have holding and/or showing costs.