| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 10322781 | Expert Systems with Applications | 2011 | 9 Pages |
Abstract
⺠We develop a demand-factor model to explore the structure of demand during promotions. ⺠Through structural equation modelling we uncover the causal relationships between different factors and sales volume. ⺠We test the model using data of a leading soft drink manufacturer in the UK. ⺠Promotional features and seasonality appear to have a strong impact on sales, unlike special days. ⺠Our approach is flexible and helps in the planning and execution of promotional deals.
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Physical Sciences and Engineering
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Authors
Usha Ramanathan, Luc Muyldermans,