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Time series analysis of daily scanner sales: extraction of trend, day‐of‐the‐week effect and price promotion effect

Fumiyo N. Kondo (Assistant Professor, Institute of Policy and Planning Sciences, Tsukuba University, Ibaraki, Japan)
Genshiro Kitagawa (Professor, Department of Prediction and Control, The Institute of Statistical Mathematics, Tokyo, Japan)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 2000

Abstract

Access to daily store level scanner data has been increasingly easier in recent years in Japan and time series analysis based on a sales response model is becoming realistic. Introduces a new method of combining time series analysis and regression analysis on the price promotion effect, which enables simultaneous decomposition of store level scanner sales into trend (including seasonality), day‐of‐the‐week effect and explanatory variable effect due to price promotion. The method was applied to daily store level scanner sales of milk, showing evidence of the existence of day‐of‐the‐week effect. Further, a method of incorporating several kinds of price‐cut variables in regression analysis and the analyzed results were presented.

Keywords

Citation

Kondo, F.N. and Kitagawa, G. (2000), "Time series analysis of daily scanner sales: extraction of trend, day‐of‐the‐week effect and price promotion effect ", Marketing Intelligence & Planning, Vol. 18 No. 2, pp. 53-66. https://doi.org/10.1108/02634500010318601

Publisher

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MCB UP Ltd

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