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Effectiveness of price and nonprice promotions, App and communication on sales uplift for dairy shoppers in Twente

Velichkova, Grigoria (2020) Effectiveness of price and nonprice promotions, App and communication on sales uplift for dairy shoppers in Twente.

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Abstract:The aim of this master thesis is to study whether sales uplift increases more with an app and communication in price or non-price promotions at Jumbo stores in Twente region, The Netherlands from week 1 to week 30 in 2019 with data gathered from FrieslandCampina in Amersfoort on promotional campaigns conducted for Jumbo stores. The novelty of this research is the fact that the effectiveness of price and non-price promotions will be examined in the context of an App for dairy shoppers in Twente region on sales uplift. This research uses only quantitative methods and data gathered from FrieslandCampina in Amersfoort on promotional campaigns conducted for Jumbo stores. Thus, using real retailer data taken from real life business conditions. For the analysis of the data, a multiple linear regression is used for all entries because we deal with three predictors. Results show that there is a significant positive relationship of nonprice promotions on sales uplift. Next, it was discovered that there is an insignificant negative relationship of App on sales uplift. Thirdly, communication affects insignificantly and positively sales uplift. This thesis will serve as an advice on promotions for FrieslandCampina.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/80670
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