The power of before and after: how the dirichlet can analyze the sales impact of a promotional activity
Date
2012
Authors
McCabe, J.
Stern, P.
Dacko, S.G.
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Journal article
Citation
Journal of Advertising Research, 2012; 52(2):214-224
Statement of Responsibility
Conference Name
Abstract
The Dirichlet is a well-established theoretical model that describes and predicts patterns of purchasing behavior in stationary markets. This paper uses data from a highly nonstationary market to demonstrate that the Dirichlet norms also provide a baseline to interpret change in purchasing behavior—in particular, change wrought by sustained promotional activity. The empirical analysis of industrial purchasing data describes how one supplier more than doubled its share of the market. This share increase was achieved by, first, securing a higher share of the category purchases made by heavy buyers (increasing purchase frequency) before adopting a more typical growth strategy of attracting more buyers (increasing penetration).
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright 2012 Warc