What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance

Name: What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance
Author: Bezawada, R., Pauwels, Koen Hendrik

İsim	What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance
Yazar	Bezawada, R., Pauwels, Koen Hendrik
Basım Tarihi:	2013-01
Basım Yeri	- American Marketing Association
Konu	Organic products, Food marketing, Empirical generalizations, Cross-category, Assortment, Marketing mix, Vector autoregressive models
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1547-7185
Kayıt Numarası	60c681d0-9e15-43e2-a0cd-e869a2c256ad
Lokasyon	Business Administration
Tarih	2013-01
Notlar	Center for Relationship Marketing at the School of Management ; Baldy Center for Law and Social Policy at the State University of New York
Örnek Metin	Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant research reports conflicting results about price and promotional sensitivity for organic products and does not address the impact of organic assortment. This article calculates long-term own- and cross-elasticities of organic and conventional product sales in response to changes in assortment, price, and promotions. Using a rich data set of 56 categories, the authors test hypotheses on how different costs and benefits of organic products affect these elasticities. They find that enduring actions, such as assortment and regular price changes, have a higher elasticity for organics than for conventional products. In contrast with common wisdom, even “core” organic consumers are sensitive to these actions. Increasing organic assortment and promotion breadth yields higher profits for the total category, as do more frequent promotions on conventional products. Our category comparison yields specific advice as to where larger assortment, lower prices versus more and deeper promotions are most effective.
DOI	10.1509/jm.10.0229
Cilt	77

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What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance

Yazar Bezawada, R., Pauwels, Koen Hendrik

Basım Tarihi 2013-01

Basım Yeri - American Marketing Association

Konu Organic products, Food marketing, Empirical generalizations, Cross-category, Assortment, Marketing mix, Vector autoregressive models

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1547-7185

Kayıt Numarası 60c681d0-9e15-43e2-a0cd-e869a2c256ad

Lokasyon Business Administration

Tarih 2013-01

Notlar Center for Relationship Marketing at the School of Management ; Baldy Center for Law and Social Policy at the State University of New York

Örnek Metin Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant research reports conflicting results about price and promotional sensitivity for organic products and does not address the impact of organic assortment. This article calculates long-term own- and cross-elasticities of organic and conventional product sales in response to changes in assortment, price, and promotions. Using a rich data set of 56 categories, the authors test hypotheses on how different costs and benefits of organic products affect these elasticities. They find that enduring actions, such as assortment and regular price changes, have a higher elasticity for organics than for conventional products. In contrast with common wisdom, even “core” organic consumers are sensitive to these actions. Increasing organic assortment and promotion breadth yields higher profits for the total category, as do more frequent promotions on conventional products. Our category comparison yields specific advice as to where larger assortment, lower prices versus more and deeper promotions are most effective.

DOI 10.1509/jm.10.0229

Cilt 77