Price promotion landscape in the US and UK: Depicting retail practice to inform future research agenda |
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| Institution: | 1. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, GPO Box 2471, Adelaide 5001, Australia;2. U.S. Department of Agriculture, Economic Research Service FED/FM, 355 E. Street SW, Washington, DC 20024, USA;1. Department of Marketing Fairfield University Fairfield, CT 06825, USA;2. Department of Marketing and Finance Frostburg State University, Frostburg, MD 21532, USA;1. ISCIA – Institute of Information Sciences and Administration, 3810 Aveiro, Portugal;2. DEGEI, University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal;3. GOVCOPP, DEGEI, University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal;1. Department of Economics, University of Alberta Edmonton, Alberta, Canada T6G 2H4;2. Department of Economics, University of Waterloo, Ontario, Canada N2L 3G1;1. Division of Business, Marymount Manhattan College, 221 East 71st Street, New York, NY 10021, USA;2. Department of Food Marketing, Saint Joseph?s University, 5600 City Ave, Philadelphia, PA 19131, USA;1. Department of Management, Information and Production Engineering, University of Bergamo, Bergamo, Italy;2. Department of Management, Information and Production Engineering, Cisalpino Institute for Comparative Studies in Europe, University of Bergamo, Bergamo, Italy |
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| Abstract: | Price promotions dominate the modern grocery retail environment. This paper documents the prevalence and nature of these price promotions (i.e., deal types and discount depths) in the United States and United Kingdom. The analysis comprises of 23 categories across five retail chains. One of the key findings is that multiple-unit promotions – deal types that have been under-researched – account for approximately half of all price promotion activity. The analysis also identifies an increase in price promotion prevalence since the Global Financial Crisis, predominantly driven by national brand promotions. This research carries important implications for the alignment of academic research with common industry practices. |
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| Keywords: | Price promotions Deal types Grocery retail practices |
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