零售商價格促銷下影響快速流通商品品牌替代性與互補性商品購買之研究

Abstract

以前的文獻研究零售商價格促銷大多限制在食品類別，而且對於消費者價格敏感度高低對品牌替代性以及互補性商品購買結果並無探討。本研究延伸研究產品類別屬快速流通商品的牙刷以及牙膏，更重要的是，研究對於不同價格敏感度的消費者，對於價格促銷在購買互補性商品以及品牌替代性的研究，希望能彌補以往研究的不足，以及未來零售商價格促銷時可以針對不同消費族群作適當的策略制訂。 研究資料來源為Dominick’s Database，包含美國芝加哥地區85家商店、29個產品類別的商品掃瞄資料。因為資料庫太過龐大，以及符合研究主題考量，本研究選取其中的牙刷牙膏類別作分析，並篩選出277~328週（為期一年）的資料，依價格高低以及品類分別作出12條複迴歸式。研究結果發現價格促銷對於高價牙刷牙膏，在互補性商品購買以及品牌替代性並無太大影響，但是價格促銷對於低價牙刷牙膏卻是提高銷售額很有用的工具。 成功的零售商價格促銷決定於某些因素，就像促銷品項的利潤(或虧損)、顧客轉換購買促銷品項，以及非促銷品項的銷售額增加。如果零售商能運用掃描資料以及雇用專業行銷人員，使用科學方法制定行銷策略及規劃來因應環境變遷及消費者特性，這對於零售商追求利潤成長以及目標市場增加是有幫助的。

The past studies are limited in foods and do not prove whether price sensitive buyers purchase complementary or not. We will extend the study of promotional effects to FMCG category and, more importantly, to be empirical work on different price level of substitution and complementary products to advance promotional and merchandising practice. The data is collected by Dominick’s Database, which contains canner data of 85 stores, 29 categories in the US. Because the database is so huge and based on the topic which is about brand substitution and complementary, we only choose toothbrush and tooth paste for our sample in this study from 277 to 328 week. Our finding shows that price promotion appears to be an effective tool for brand substitute and full-margin complementary purchase of low unit price but do not useful for brand substitution of high unit price. There are a few possible of high price brand in tooth brush category may have complementary purchase. Most retailers do not consider the effect of promotion on sales of non promoted product. As a consequence, retailers may draw misleading conclusions about promotional effectiveness. The success of retail price promotions depends on such factors as the ability of the promoted items to draw customers to the store, the profit (or loss) on the promoted item, the cannibalization that occurs when consumers switch away from regular-priced items to promoted items, and the boost in sales volumes of non-promoted items. If retailers can use scanner data and have professional marketing employee to suit consumer characteristics and environment changes with scientific method to make a market strategy and planning, it is expected to meet strong sales and growth targets, achieved through strategies for retailers.