An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand - HAL Accéder directement au contenu
Article dans une revue Applied Economics Année : 2019

An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand

Résumé

The demand for weather-sensitive products, such as beverages, ice creams, or chocolate varies with changes in temperature. Yet, retailers lack a framework to adapt the marketing mix elements, such as price and advertising, in line with such changes. We provide a theoretical framework to fill this gap by developing an analytical model to derive the optimal marketing mix when product demand depends on temperature. The model prescribes how price and advertising for different demand characteristics should be set following a temperature change. Integrating the temperature element in the marketing mix offers an original profit-enhancing strategy.
Fichier principal
Vignette du fichier
An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand_2019.pdf ( 1.94 Mo ) Télécharger
Origine : Fichiers produits par l'(les) auteur(s)
Loading...

Dates et versions

hal-02484338, version 1 (04-05-2020)

Identifiants

Citer

Régis Chenavaz, Octavio Escobar, Xavier Rousset. An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand. Applied Economics, 2019, 51 (52), pp.5683-5693. ⟨10.1080/00036846.2019.1617398⟩. ⟨hal-02484338⟩
48 Consultations
159 Téléchargements
Dernière date de mise à jour le 07/04/2024
comment ces indicateurs sont-ils produits

Altmetric

Partager

Gmail Facebook Twitter LinkedIn Plus