Matches in SemOpenAlex for { <https://semopenalex.org/work/W381012518> ?p ?o ?g. }
Showing items 1 to 89 of
89
with 100 items per page.
- W381012518 abstract "In recent years, a secular change in how marketers communicate with its consumers has been observed within the Fast-Moving Consumer Goods (FMCG) industry, sales promotion is now a key driver of marketing expenditure. To retain competitiveness industry incumbents need to accurately measure and evaluate the promotional effects in order to develop an efficient future marketing strategy. This also holds for the Swedish Lifestyle Category – a former niche products market – that has been experiencing a massive growth due to the current health trend. In this paper, the Swedish Lifestyle Category is linked to the two theoretical frameworks; FMCG industry challenges and evaluation of sales promotions. In particular, a customized model framework for measuring sales promotions based on store sales data is developed through a case study of a large Swedish Lifestyle manufacturer. Data was collected through both qualitative and quantitative methods to increase quality of research. Results suggests that the Swedish Lifestyle category in general behaves as other FMCG categories on the topic of statistically significant price promotion effects and decomposition across cross-brand, cannibalization and category expansion effect. However, no consistent pre- and postpromotional patterns were found, which implies that Lifestyle consumer behavior holds a particular set of characteristics. It was also found that there are large statistically significant asymmetries of promotional effect across distribution channels, product types and brands. The results imply that managers should direct extra attention to adapting sales promotions to the particular setting (i.e. brand, product and dist. channel) along with including these asymmetries in estimating return of investment." @default.
- W381012518 created "2016-06-24" @default.
- W381012518 creator A5052769829 @default.
- W381012518 creator A5063276456 @default.
- W381012518 date "2014-01-01" @default.
- W381012518 modified "2023-09-27" @default.
- W381012518 title "Sales Promotions in theSwedish Lifestyle Category : An evaluation of promotional effects" @default.
- W381012518 hasPublicationYear "2014" @default.
- W381012518 type Work @default.
- W381012518 sameAs 381012518 @default.
- W381012518 citedByCount "0" @default.
- W381012518 crossrefType "journal-article" @default.
- W381012518 hasAuthorship W381012518A5052769829 @default.
- W381012518 hasAuthorship W381012518A5063276456 @default.
- W381012518 hasConcept C10138342 @default.
- W381012518 hasConcept C110121322 @default.
- W381012518 hasConcept C111472728 @default.
- W381012518 hasConcept C112698675 @default.
- W381012518 hasConcept C134306372 @default.
- W381012518 hasConcept C138885662 @default.
- W381012518 hasConcept C139749660 @default.
- W381012518 hasConcept C144133560 @default.
- W381012518 hasConcept C147101817 @default.
- W381012518 hasConcept C152455256 @default.
- W381012518 hasConcept C162853370 @default.
- W381012518 hasConcept C17744445 @default.
- W381012518 hasConcept C182306322 @default.
- W381012518 hasConcept C199539241 @default.
- W381012518 hasConcept C2524010 @default.
- W381012518 hasConcept C2777538425 @default.
- W381012518 hasConcept C2778738759 @default.
- W381012518 hasConcept C2779530757 @default.
- W381012518 hasConcept C2781402841 @default.
- W381012518 hasConcept C33923547 @default.
- W381012518 hasConcept C57375061 @default.
- W381012518 hasConcept C90673727 @default.
- W381012518 hasConcept C94625758 @default.
- W381012518 hasConcept C98147612 @default.
- W381012518 hasConceptScore W381012518C10138342 @default.
- W381012518 hasConceptScore W381012518C110121322 @default.
- W381012518 hasConceptScore W381012518C111472728 @default.
- W381012518 hasConceptScore W381012518C112698675 @default.
- W381012518 hasConceptScore W381012518C134306372 @default.
- W381012518 hasConceptScore W381012518C138885662 @default.
- W381012518 hasConceptScore W381012518C139749660 @default.
- W381012518 hasConceptScore W381012518C144133560 @default.
- W381012518 hasConceptScore W381012518C147101817 @default.
- W381012518 hasConceptScore W381012518C152455256 @default.
- W381012518 hasConceptScore W381012518C162853370 @default.
- W381012518 hasConceptScore W381012518C17744445 @default.
- W381012518 hasConceptScore W381012518C182306322 @default.
- W381012518 hasConceptScore W381012518C199539241 @default.
- W381012518 hasConceptScore W381012518C2524010 @default.
- W381012518 hasConceptScore W381012518C2777538425 @default.
- W381012518 hasConceptScore W381012518C2778738759 @default.
- W381012518 hasConceptScore W381012518C2779530757 @default.
- W381012518 hasConceptScore W381012518C2781402841 @default.
- W381012518 hasConceptScore W381012518C33923547 @default.
- W381012518 hasConceptScore W381012518C57375061 @default.
- W381012518 hasConceptScore W381012518C90673727 @default.
- W381012518 hasConceptScore W381012518C94625758 @default.
- W381012518 hasConceptScore W381012518C98147612 @default.
- W381012518 hasLocation W3810125181 @default.
- W381012518 hasOpenAccess W381012518 @default.
- W381012518 hasPrimaryLocation W3810125181 @default.
- W381012518 hasRelatedWork W136740737 @default.
- W381012518 hasRelatedWork W1530801055 @default.
- W381012518 hasRelatedWork W1891503580 @default.
- W381012518 hasRelatedWork W2038686998 @default.
- W381012518 hasRelatedWork W2079562346 @default.
- W381012518 hasRelatedWork W2183504600 @default.
- W381012518 hasRelatedWork W2183790918 @default.
- W381012518 hasRelatedWork W2184009457 @default.
- W381012518 hasRelatedWork W2263807119 @default.
- W381012518 hasRelatedWork W2291563731 @default.
- W381012518 hasRelatedWork W2292171991 @default.
- W381012518 hasRelatedWork W2345821117 @default.
- W381012518 hasRelatedWork W2582915979 @default.
- W381012518 hasRelatedWork W2964208143 @default.
- W381012518 hasRelatedWork W604939139 @default.
- W381012518 hasRelatedWork W2182584227 @default.
- W381012518 hasRelatedWork W2189562225 @default.
- W381012518 hasRelatedWork W2586207056 @default.
- W381012518 hasRelatedWork W2792240158 @default.
- W381012518 hasRelatedWork W2991759994 @default.
- W381012518 isParatext "false" @default.
- W381012518 isRetracted "false" @default.
- W381012518 magId "381012518" @default.
- W381012518 workType "article" @default.