Panel Analysis to Determine the Effect of Marketing Actions on Sales of Personal Care Products

Authors

  • Ana M. Arboleda Departamento de Mercadeo y Negocios Internacionales Universidad Icesi
  • Julio C. Alonso Departamento de Economía Universidad Icesi

DOI:

https://doi.org/10.46661/revmetodoscuanteconempresa.2349

Keywords:

acciones de marketing, dinámicas competitivas, modelo de panel, productos de consumo, marketing actions, competitive dynamics, panel data, mass consumption products

Abstract

The purpose of this study is to show marketing practitioners how to use econometric models to assess the effect of marketing actions. We use a database that includes the four competitors of a personal care product in Colombia with limited information for a period of six years. The study evaluates the effects of marketing actions on sales revenues for the three product subcategories: premium, midprice, and value. The results show that these effects are different for the three subcategories. This suggests that there is no general model to predict the consequences of marketing actions on sales revenues; marketers need to use statistical methods to assess the effect of their decisions. Finally, although our results cannot be extrapolate to other product categories or countries, our approach can be used to assess the impact of marketing actions on sales revenues in other product categories and industries.

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Published

2016-12-14

How to Cite

Arboleda, A. M., & Alonso, J. C. (2016). Panel Analysis to Determine the Effect of Marketing Actions on Sales of Personal Care Products. Journal of Quantitative Methods for Economics and Business Administration, 22, Páginas 230 a 249. https://doi.org/10.46661/revmetodoscuanteconempresa.2349

Issue

Vol. 22 (2016)

Section

Articles

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Copyright (c) 2016 Journal of Quantitative Methods for Economics and Business Administration

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