摘要：This research monitored daily sales of promoted and competing products (for cornflakes, fruit juice and washing powder) before, during and after a price discount promotion. The supermarket provided daily sales figures from checkout scanners for the discounted product and its key competitors. Sales were monitored for three periods: 1. A period of three weeks prior to the discount promotion to enable establishment of a base sales level. 2. The week during which the discount ran. 3. A post-promotion period of three weeks, to allow a comparison of post-promotion and base level sales. Sales during the promotion period increased markedly for each discounted product. When the discount period ended, sales declined for each brand, however, in most cases sales remained above the weekly sales level recorded before the promotion commenced. Unlike the cornflakes and washing powder though, sales of the fruit juice declined to below base level following the promotion. In general, sales of competitors' products declined during the discount week. However, in some cases they increased, though never to the levels recorded by the promoted brand. Some implications of these results are discussed
