Influencia de la estrategia promocional sobre las ventas de la Marca de Distribución versus Marcas de Fabricante en los canales supermercado e hipermercado: Un análisis a partir del método de regresión por pasos sucesivos

Abstract

The current study aims to research the promotional strategies targeted to the consumer of a single-product category. Primarily, it focuses on the study of the influence made by the promotional strategies of Manufacturer brands (MB) in the sales of the whole category in general and, in the Private Label (PL) in particular. We use the Method of Stepwise Regression to obtain a Promotional Mix suited for the category of energy drinks in both distribution channels, the hypermarket and the supermarket. With a significance level of 95%, the display of the leader MB is the promotional strategy that exercises the most influence in the same, that being an 86% in the supermarket channel and a 66% in the hypermarket channel. Likewise, the display of the leader MB is the promotional strategy that makes a greater influence in the sales of the PL, that being an 83% and a 64% in the supermarket and hypermarket channels, respectively. Keywords: Manufacturer brand, Private label, Promotional strategy, Promotional Mix.