The scanner data shows size elasticity at package food category?

Abstract

The purpose of this research is to identify whether pack-size elasticity exists within Fast Moving Consumer Goods (FMCG). If this is found to be existed, for brand or trade marketing manager may consider doing more price promotion for pack-size with high elasticity to maximize its return-on-investment (ROI) and/or doing less price promotion for pack-size with less elasticity in order not to waste Below-The-Line investment. In-store price promotion will be more effective if brand or trade marketing managers focus its investment on pack-size with high-elasticity. This research is conducted, using scanner data in Instant Noodle category in China to understand pack-size elasticity. ? 2009 Springer-Verlag Berlin Heidelberg.