{"title":"超市产品促销策略及其对销售的影响:以新西兰早餐谷物和饮料为例","authors":"Magda Rosin, Leanne Young, Yannan Jiang, Stefanie Vandevijvere, Wilma Waterlander, Sally Mackay, Cliona Ni Mhurchu","doi":"10.1111/1747-0080.12800","DOIUrl":null,"url":null,"abstract":"<p><strong>Aims: </strong>To examine the frequency of promotions on breakfast cereals and drinks in a major New Zealand supermarket chain, determine the healthiness of promoted versus non-promoted products, and quantify the effects of promotions on sales.</p><p><strong>Methods: </strong>Weekly data on product promotions and sales were collected in six Auckland supermarkets for 198 breakfast products over 12 weeks. The healthiness of products was determined using the Health Star Rating system, and the effect of promotions on sales was estimated using linear mixed models.</p><p><strong>Results: </strong>On average, 47% of breakfast products in a given week were promoted using on-shelf tickets, 12% in weekly mailers, and 9% via promotional displays. The healthiness of promoted and non-promoted breakfast products was comparable. In relation to weekly sales of non-promoted products, all three promotional strategies had substantial (2 to 2.5 times higher sales) and statistically significant (P < 0.001) effects on product sales.</p><p><strong>Conclusion: </strong>Promotions are frequently used and effective at increasing sales. Marketing strategies focusing solely on promoting healthier products could be an important nudging strategy to improve the healthiness of supermarket food purchases.</p>","PeriodicalId":19368,"journal":{"name":"Nutrition & Dietetics","volume":null,"pages":null},"PeriodicalIF":2.6000,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Product promotional strategies in supermarkets and their effects on sales: A case study of breakfast cereals and drinks in New Zealand.\",\"authors\":\"Magda Rosin, Leanne Young, Yannan Jiang, Stefanie Vandevijvere, Wilma Waterlander, Sally Mackay, Cliona Ni Mhurchu\",\"doi\":\"10.1111/1747-0080.12800\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p><strong>Aims: </strong>To examine the frequency of promotions on breakfast cereals and drinks in a major New Zealand supermarket chain, determine the healthiness of promoted versus non-promoted products, and quantify the effects of promotions on sales.</p><p><strong>Methods: </strong>Weekly data on product promotions and sales were collected in six Auckland supermarkets for 198 breakfast products over 12 weeks. The healthiness of products was determined using the Health Star Rating system, and the effect of promotions on sales was estimated using linear mixed models.</p><p><strong>Results: </strong>On average, 47% of breakfast products in a given week were promoted using on-shelf tickets, 12% in weekly mailers, and 9% via promotional displays. The healthiness of promoted and non-promoted breakfast products was comparable. In relation to weekly sales of non-promoted products, all three promotional strategies had substantial (2 to 2.5 times higher sales) and statistically significant (P < 0.001) effects on product sales.</p><p><strong>Conclusion: </strong>Promotions are frequently used and effective at increasing sales. Marketing strategies focusing solely on promoting healthier products could be an important nudging strategy to improve the healthiness of supermarket food purchases.</p>\",\"PeriodicalId\":19368,\"journal\":{\"name\":\"Nutrition & Dietetics\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.6000,\"publicationDate\":\"2023-11-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Nutrition & Dietetics\",\"FirstCategoryId\":\"3\",\"ListUrlMain\":\"https://doi.org/10.1111/1747-0080.12800\",\"RegionNum\":4,\"RegionCategory\":\"医学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"2023/2/26 0:00:00\",\"PubModel\":\"Epub\",\"JCR\":\"Q3\",\"JCRName\":\"NUTRITION & DIETETICS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Nutrition & Dietetics","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1111/1747-0080.12800","RegionNum":4,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2023/2/26 0:00:00","PubModel":"Epub","JCR":"Q3","JCRName":"NUTRITION & DIETETICS","Score":null,"Total":0}
Product promotional strategies in supermarkets and their effects on sales: A case study of breakfast cereals and drinks in New Zealand.
Aims: To examine the frequency of promotions on breakfast cereals and drinks in a major New Zealand supermarket chain, determine the healthiness of promoted versus non-promoted products, and quantify the effects of promotions on sales.
Methods: Weekly data on product promotions and sales were collected in six Auckland supermarkets for 198 breakfast products over 12 weeks. The healthiness of products was determined using the Health Star Rating system, and the effect of promotions on sales was estimated using linear mixed models.
Results: On average, 47% of breakfast products in a given week were promoted using on-shelf tickets, 12% in weekly mailers, and 9% via promotional displays. The healthiness of promoted and non-promoted breakfast products was comparable. In relation to weekly sales of non-promoted products, all three promotional strategies had substantial (2 to 2.5 times higher sales) and statistically significant (P < 0.001) effects on product sales.
Conclusion: Promotions are frequently used and effective at increasing sales. Marketing strategies focusing solely on promoting healthier products could be an important nudging strategy to improve the healthiness of supermarket food purchases.
期刊介绍:
Nutrition & Dietetics is the official journal of the Dietitians Association of Australia. Covering all aspects of food, nutrition and dietetics, the Journal provides a forum for the reporting, discussion and development of scientifically credible knowledge related to human nutrition and dietetics. Widely respected in Australia and around the world, Nutrition & Dietetics publishes original research, methodology analyses, research reviews and much more. The Journal aims to keep health professionals abreast of current knowledge on human nutrition and diet, and accepts contributions from around the world.