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- Title
The Effects of Merchandising and Temporary Promotional Activities on the Sales of Fresh Fruits and Vegetables in Supermarkets.
- Authors
CURHAN, RONALD C.
- Abstract
Retail price, newspaper advertising, display space, and display location quality were tested at two levels for selected fruits and vegetables according to a fractional factorial research design in four large supermarkets. The resulting impact on rates of sale was analyzed for four classes of items; hard fruit, cooking vegetables, salad vegetables, and soft fruit.
- Subjects
VEGETABLE marketing; SUPERMARKETS; FACTORIAL experiment designs; MARKETING strategy; NEWSPAPER advertising; ADVERTISING effectiveness; MERCHANDISING; SALES promotion; CATEGORY management; ADVERTISING campaigns; MARKETING models; DECISION making in marketing; MARKETING
- Publication
Journal of Marketing Research (JMR), 1974, Vol 11, Issue 3, p286
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151144