The Short-Term Effect of Store-Level Promotions on Store Choice and the Moderating Role of Individual Variables

@inproceedings{Volle2001TheSE,
  title={The Short-Term Effect of Store-Level Promotions on Store Choice and the Moderating Role of Individual Variables},
  author={Pierre Volle},
  year={2001}
}
The short-term effect of store-level promotions (weekly flyers, radio and outdoor advertising) on grocery store choice is investigated. We estimate household-level multinomial logit models of store choice on panel data, using promotional variables, loyalty and psychographic moderating variables. The research shows that the short-term effect of store-level promotions on store choice is significant but weak: store choice is mainly driven by loyalty. While we fail to demonstrate the moderating… CONTINUE READING

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