Identifying the underlying structure of demand during promotions: a structural equation modelling approach

2.50
Hdl Handle:
http://hdl.handle.net/10547/251121
Title:
Identifying the underlying structure of demand during promotions: a structural equation modelling approach
Authors:
Ramanathan, Usha; Muyldermans, Luc
Abstract:
It is widely recognized that promotions enhance product sales. Other factors such as seasonality, special days, customer preferences and economic factors may also have an impact on demand. Yet, endeavours to model the dependency of demand on various factors are scarce. We develop a conceptual demand-factor model to represent the dependency of demand on these factors. We examine and validate the conceptual model through structural equation modelling, using sales data of a leading soft drink company involved in supply chain collaboration with downstream retailers. We find that promotional and seasonal factors have a large and direct impact on sales, while special days like festivals and bank holidays have limited influence. Our approach is versatile and can assist demand planners in understanding the demand during promotional events, and in the planning and execution of promotional deals.
Citation:
Identifying the underlying structure of demand during promotions: A structural equation modelling approach 2011, 38 (5):5544-5552 Expert Systems with Applications
Publisher:
Elsevier
Journal:
Expert Systems with Applications
Issue Date:
May-2011
URI:
http://hdl.handle.net/10547/251121
DOI:
10.1016/j.eswa.2010.10.082
Additional Links:
http://linkinghub.elsevier.com/retrieve/pii/S0957417410012261
Type:
Article
Language:
en
ISSN:
09574174
Appears in Collections:
Business and Information Systems Research Centre (BISC)

Full metadata record

DC FieldValue Language
dc.contributor.authorRamanathan, Ushaen_GB
dc.contributor.authorMuyldermans, Lucen_GB
dc.date.accessioned2012-11-06T08:49:27Z-
dc.date.available2012-11-06T08:49:27Z-
dc.date.issued2011-05-
dc.identifier.citationIdentifying the underlying structure of demand during promotions: A structural equation modelling approach 2011, 38 (5):5544-5552 Expert Systems with Applicationsen_GB
dc.identifier.issn09574174-
dc.identifier.doi10.1016/j.eswa.2010.10.082-
dc.identifier.urihttp://hdl.handle.net/10547/251121-
dc.description.abstractIt is widely recognized that promotions enhance product sales. Other factors such as seasonality, special days, customer preferences and economic factors may also have an impact on demand. Yet, endeavours to model the dependency of demand on various factors are scarce. We develop a conceptual demand-factor model to represent the dependency of demand on these factors. We examine and validate the conceptual model through structural equation modelling, using sales data of a leading soft drink company involved in supply chain collaboration with downstream retailers. We find that promotional and seasonal factors have a large and direct impact on sales, while special days like festivals and bank holidays have limited influence. Our approach is versatile and can assist demand planners in understanding the demand during promotional events, and in the planning and execution of promotional deals.en_GB
dc.language.isoenen
dc.publisherElsevieren_GB
dc.relation.urlhttp://linkinghub.elsevier.com/retrieve/pii/S0957417410012261en_GB
dc.rightsArchived with thanks to Expert Systems with Applicationsen_GB
dc.subjectdemand-factor modelen_GB
dc.subjectstructural equation modellingen_GB
dc.subjectinformation exchangeen_GB
dc.subjectsupply chain collaborationen_GB
dc.titleIdentifying the underlying structure of demand during promotions: a structural equation modelling approachen
dc.typeArticleen
dc.identifier.journalExpert Systems with Applicationsen_GB
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