کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886645 913080 2009 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
A Basket-mix Model to Identify Cherry-picked Brands
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
A Basket-mix Model to Identify Cherry-picked Brands
چکیده انگلیسی

Extreme cherry pickers, those shoppers who visit a target retailer infrequently and buy only a few promoted items when they do visit, reduce that retailer's profitability. If the retailer could identify a particular brand that draws extreme cherry pickers, the retailer could use that information when negotiating with the brand's manufacturer to obtain wholesale promotional support that compensates the retailer for extreme-cherry-picker-related losses. Researchers have been successful in developing methods to identify those shoppers who are extreme cherry pickers, but they have been less successful in developing methods that identify the brands’ that draw extreme cherry pickers. In this paper, we present a method that can determine whether a brand, when promoted, draws extreme cherry pickers.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 85, Issue 4, December 2009, Pages 425–436
نویسندگان
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