Affiliation:
1. INSEAD, Fontainebleau, France.
Abstract
A factorial experiment measures the impact of in-store displays on sales for different product characteristics. Variables related to growth or competitive structure are found significant, while market share of the test item in the product category, level of price cut, and advertising to sales ratio have no effect on the impact of display.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
35 articles.
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