Marques nationales, marques de distributeurs et premier prix : Effets de leurs mises en avant sur les ventes et la structure concurrentielle de la catégorie de produits

Abstract : Until now, research in sales promotions has been mainly conducted at the upc or brand level. But, retailers are in charge of entire product categories the assortments of which are nowadays constituted of three major groups - national brands, store brands and first-price goods - groups of brands that present various problematics. Retailers are thus mainly interested, when studying promotions, in the effects they may have on the product category total sales and on its competitive structure. We are developping in this thesis a methodological tool that can measure promotional effects at aggregated levels of analysis : the product category and the group of brands (national brands, store brands or first-price goods). This tool analyzes the short term effects of a very important promotion - displays - on the total sales of the product category and on the competitive relationships between its groups of brands and, more specifically, between national brands and store brands. Thanks to this tool, we are able to answer, for each studied category, some of the following questions : 1. Do displays increase category sales? 2. Do these increases, if they exist, differ according to the group of brands on display? 3. Are displays efficient tools to modify the intra-competitive structure between national and store brands? 4. Are the promotional effects between these two groups asymmetric, as suggested by blattberg and wisniewski (1989)? This methodology also confirms that promotional effects vary by categories and retail chains.
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Anne-Sophie Tourtoulou. Marques nationales, marques de distributeurs et premier prix : Effets de leurs mises en avant sur les ventes et la structure concurrentielle de la catégorie de produits. Gestion et management. HEC PARIS, 1996. Français. ⟨NNT : 1996EHEC0043⟩. ⟨pastel-00994822⟩

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