Abstract
The purpose of this research is to identify whether pack-size elasticity exists within Fast Moving Consumer Goods (FMCG). If this is found to be existed, for brand or trade marketing manager may consider doing more price promotion for pack-size with high elasticity to maximize its return-on-investment (ROI) and/or doing less price promotion for pack-size with less elasticity in order not to waste Below-The-Line investment. In-store price promotion will be more effective if brand or trade marketing managers focus its investment on pack-size with high-elasticity. This research is conducted, using scanner data in Instant Noodle category in China to understand pack-size elasticity.
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Byun, J.S.(., Kwak, Y. (2009). The Scanner Data Shows Size Elasticity at Package Food Category?. In: Ślęzak, D., et al. U- and E-Service, Science and Technology. UNESST 2009. Communications in Computer and Information Science, vol 62. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-10580-7_4
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DOI: https://doi.org/10.1007/978-3-642-10580-7_4
Publisher Name: Springer, Berlin, Heidelberg
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