Prevalence and nature of price promotions in UK supermarkets
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(Published version)
Date
2012
Authors
Trinh, G.
Dunn, S.
Bogomolova, S.
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Conference paper
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Australian and New Zealand Marketing Academy Conference 2012 Proceedings, 2012, pp.1-7
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Australian and New Zealand Marketing Academy Conference 2012 (3 Dec 2012 - 5 Dec 2012 : Adelaide, South Australia)
Abstract
Price promotions are in widespread use across developed markets, generally constituting the largest marketing expenditure for grocery products. This paper examines the outcome of this spend, in terms of the prevalence of promotional purchases and the nature of such promotions (i.e., deal types and discount sizes). Six years of UK consumer panel data is analysed, covering three major supermarket retailers and 20 product categories. The results reveal that, on average, 30% of a category's purchases are made on price promotions and this figure has increased since the Global Financial Crisis. Multiple unit promotions (i.e., Multi-Buy or X for £Y) are identified as accounting for nearly half of all promotional sales. The average discount size is 21%, but this varies considerably between categories and deal types.
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Copyright 2012 ANZMAC