相對品牌位置和包裝下，快速流通消費品之促銷效果對銷售額的影響

Abstract

本研究是以競爭市場下的行銷組合作為研究標的。這三個競爭市場是以相對品牌位置為區隔條件，並利用產品特性的其中一種特性，包裝大小，來檢驗這三個市場在不同產品包裝下，促銷效果對銷售額影響的差異型態，以提供更多的管理意涵。

本研究的資料來源為Dominick’s Database，是由Dominick’s Finer Foods公司所蒐集的。這個資料庫包含了以芝加哥地區96個商店為單位的商品掃瞄資料，有29個品類，時間涵蓋399週。我們只選擇156週有促銷活動 (從244週~399週)的洗碗精品類資料來作研究分析，以避免過度的價格波動影響。此外，在洗碗精品類裡的26個品牌中，我們只選擇具有足夠多量UPC條碼資料的品牌，因此只選擇了17個包裝大小介於3~128 OZ的品牌。

研究結果如下。首先，我們發覺促銷深度和頻率對於銷售額都有顯著的影響。第二，各種包裝的調節效果也很顯著，因此促銷深度和頻率都會因為不同的包裝大小而對銷售額有不同的影響。第三，低價品牌和中價品牌的銷售額和促銷頻率呈負向相關，但高價品牌的銷售額則和銷售頻率呈正相關。第四，低價品牌的中小包裝(20-42.7 OZ)和中價及高價品牌的小包裝(3-16 OZ)，採用促銷深度深和促銷頻率少的策略，對於增加銷售量是最有效的。第五，低價品牌不宜採用價格促銷策略(除中小包裝外)。最後，儘管高價品牌的銷售額和促銷深度及促銷頻率都呈現正相關，促銷深度的迴歸係數卻比促銷頻率要大的多，代表在高價品牌市場架構中，促銷深度對銷售額的影響力比促銷頻率大許多。

The thesis focuses on the marketing mix issues in competitive markets. We use one of the product attributes, package sizes, to examine the differences of competitive markets segmented by relative brand positions. The underlying market sales patterns under price promotion are analyzed to offer useful managerial implications. The research data is derived from Dominick’s Database. The database covers store-level scanner data in 29 categories collected at Dominick’s Finer Foods (DFF) Company over 399 weeks from 96 stores around Chicago areas. We only pick up 156 weeks (from week 244-399) of dish detergent category data to avoid the impact of price fluctuations. Besides, we only choose 17 out of 26 detergent brands which have substantial number of UPCs and whose package sizes ranging from 3-128 OZ.

The empirical results are as follows. Firstly, promotion depth and promotion frequency have significant impacts on product sales. Secondly, the moderating effect of various package sizes is statistically significant to influence the relationship between promotion variables and product sales. Thirdly, the sales of generic brands and follower brands have negative relationship with promotion frequency while those of premium brands have positive relationship with promotion frequency. Fourthly, medium-small package sizes (20-42.7 OZ) of generic brands and small package sizes (3-16 OZ) of follower and premium brands are the most suitable packages for deep but few frequency promotions in terms of boosting their sales. Moreover, generic brands, except medium-small packages, should not launch any promotion campaigns. Last but not the least, although the sales of premium brands have positive relationships with both promotion depth and promotion frequency, the influence of promotion depth on sales, however, is much stronger than that of promotion frequency in premium brands market segment.