Research Use of the IRI Marketing Data Set: Bibliography

Kruger, Michael W.

doi:10.2139/ssrn.2342688

Cited by 6 publications

(7 citation statements)

References 217 publications

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“…Using multiple categories and countries helps generate generalizable results. US data on 11 categories are from the IRI academic panel data set (Kruger, 2016) comprising approximately 4,000 households in two mid-sized cities. UK data for seven categories are from Kantar Worldpanel, covering over 20,000 households.…”

Section: Data and Analysismentioning

confidence: 99%

Price promotions: examining the buyer mix and subsequent changes in purchase loyalty

Dawes

2018

JCM

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Purpose This paper aims to investigate the extent to which temporary price promotions attract people who do not normally buy a brand, and whether buyers change their propensity to buy the promoted brand afterwards. Design/methodology/approach The study analyses promotions in 18 consumer goods categories in the UK and USA. It calculates the proportion of promotion purchasers that have bought a brand at least once in their last five purchases and the Share of Category Requirements of those purchasers. These figures are then compared to normal-price purchasers. Findings The study finds the majority of price-promotion buyers already bought the brand at least once in their last five category purchases (average = 77 per cent). This figure is similar to that for normal-price purchases (average = 81 per cent). Average Household SCR to the brand is also very similar for price-promotion purchases compared to normal price purchases. Therefore, promotions do not attract a markedly different mix of buyers. Furthermore, buyer propensity to buy the brand is the same after a promotion purchase as it was before. Research limitations/implications A contribution of the paper is that it supports a theory of consumers as cognitive misers, who screen out promotion information about unfamiliar brands. The paper also highlights that in packaged-goods markets, consumers can be generally seen as experienced buyers, who do not learn new information from buying brands they have previously purchased. Practical implications The managerial implication is that price promotions must be judged on their immediate profitability. There seems little recourse to the idea they can result in “try it, like it, buy it again later” effects. Originality/value While many studies have examined the effects of price promotions, this is the first to explicitly compare the mix of buyers attracted from a price promotion to that which occurs when a brand is sold at normal price.

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Section: Data and Analysismentioning

confidence: 99%

Price promotions: examining the buyer mix and subsequent changes in purchase loyalty

Dawes

2018

JCM

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“…Information Resources, Inc (IRI), collected weekly marketing data by Universal Product Code sales from a sample of stores in 50 markets and 30 categories, covering approximately 25% to 30% of consumer-packaged goods sales, and the data have been widely used in various academic studies. [21][22][23] This study used state-level syndicated sales data collected between January 1, 2018, and January 5, 2020, a period with 105 weekly data points. IRI projected state-level overall sales of convenience stores in 39 states (due to the limited number of stores in some states, IRI did not provide state-level sales data of tobacco products in Alaska, Delaware, Hawaii, Idaho, Kansas, Minnesota, Mississippi, Montana, Nebraska, New Jersey, and New Mexico).…”

Section: Datamentioning

confidence: 99%

The Impact of Banning Electronic Nicotine Delivery Systems on Combustible Cigarette Sales: Evidence From US State-Level Policies

Xu¹,

Jiang²,

Prakash³

et al. 2022

Value in Health

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“…Hypothesis testing uses the IRI US grocery and drug store weekly retail sales data for beer and coffee from 2001 to 2011 (Bronnenberg et al, 2008). This IRI data set is of high quality and has been used in over 200 academic marketing publications (Kruger, 2017). These data include weekly per-store sales, average price and in-store promotional activity by stockkeeping unit for each of 50 geographic markets.…”

Section: Empirical Settingmentioning

confidence: 99%

How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales

Hoskins

Griffin

2020

JPBM

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Purpose This study aims to focus on the role of niche brands in online retailer assortments and the general market positions of niche brands, no prior study has explicitly focused on if and when brick-and-mortar retailers should include niche brands in their category assortments. Design/methodology/approach The authors empirically analyze the category performance implications of focusing assortments on niche brands, at the expense of mainstream brands, in two product categories that have significant niche brand presence, namely, coffee and beer. The empirical data include sales, distribution and marketing tactical information for 50 US geographic markets from 2001–2011. Findings This research finds that a mainstream brand focus has a generally positive impact on category performance. However, a store’s strategic shift toward niche brands is beneficial in certain cases such as when a store has higher average prices or product form variety or when they are part of a powerful chain. The authors also find that a niche brand focus strategy is becoming increasingly viable over time for brick-and-mortar retailers. Originality/value Little is known about the parameters that might make a brick-and-mortar retailer more or less likely to pursue a niche brand focus strategy and when doing so might improve category performance. This analysis helps clarify the conditions under which a brick-and-mortar retailer may experience category level sales increases from focusing assortments on niche brands.

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Research Use of the IRI Marketing Data Set: Bibliography

Cited by 6 publications

References 217 publications

Price promotions: examining the buyer mix and subsequent changes in purchase loyalty

Price promotions: examining the buyer mix and subsequent changes in purchase loyalty

The Impact of Banning Electronic Nicotine Delivery Systems on Combustible Cigarette Sales: Evidence From US State-Level Policies

How a brick-and-mortar retailer’s strategic focus on niche (versus mainstream) brands influences category sales

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