Correlates of In-Store Promotions for Beer: Differential Effects of Market and Product Characteristics

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Jeremy W. Bray, Professor and Department Head (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Objective: We estimated the strength and direction of the association between product characteristics (beer type, package size, and brand name) and market-area socioeconomic characteristics, and promoted sales of beer in grocery stores. Method: Supermarket scanner data from 64 market areas across the United States over 5 years were used to estimate regression models of the share of beer sales that are promoted, controlling for beer price, packaging, and type; and for market-level age, race/ethnicity, income, unemployment rate, and percentage of the population living in an alcohol control state. Results: Large-volume units, such as 144-oz and 288-oz packages, are more likely to be promoted than smaller package sizes. Malt-liquor beverages are less likely to be promoted than non-malt-liquor beverages. Age, race/ ethnicity, income, and geographic location of the market area are not significantly related to promoted beer sales. Conclusions: Marketing research has shown that in-store merchandising and promotions can substantially increase beer sales and that purchasing large package sizes may increase total consumption. Our results suggest that high levels of promoted sales for large-volume beer packages may result in increased beer consumption.

Additional Information

Journal of Studies on Alcohol and Drugs
Language: English
Date: 2007
market-area socioeconomic characteristics, beer, promoted sales, supermarket scanner data

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