El adelanto de la compra como efecto de la promoción de ventas en productos de gran consumo
- Llorens Marín, Miguel 1
- Martín Dávila, Miguel 1
- Lévy Mangin, Jean-Pierre 2
- 1 Departamento de Comercialización e Investigación de Mercados. Facultad de Ciencias Económicas y Empresariales, Universidad Complutense de Madrid
- 2 Université du Québec en Outaouais, Gatineau, Québec.
ISSN: 1405-0269
Datum der Publikation: 2006
Ausgabe: 13
Nummer: 1
Seiten: 15-25
Art: Artikel
Andere Publikationen in: CIENCIA ergo-sum
Zusammenfassung
The aim of this research project is to expose the real effects of the sales promotion in Fast Moving Consumer Goods (FMCG). In order to contrast the supported hypothesis regarding the lack of relevance of the promotional activity in the brand quota evolution a structural equation model with standard whisky category data is developed. This paper tries to explain the importance of forward buying in the sales increase due to promotional activity within mature categories. The significance of commercial variables such as differential pricing and the brand presence among the choices are confirmed as fundamental variables in explaining the evolution of the brand share. The results are quite relevant for the Fast Moving Consumer Goods sector and for the relationship between producers and retailers.