Bray Jeremy W, Loomis Brett, Engelen Mark
RTI International, 3040 Cornwallis Road, P.O. Box 12194, Research Triangle Park, North Carolina 27709, USA.
J Stud Alcohol Drugs. 2007 Mar;68(2):220-7. doi: 10.15288/jsad.2007.68.220.
We estimated the strength and direction of the association between product characteristics (beer type, package size, and brand name) and market-area socioeconomic characteristics, and promoted sales of beer in grocery stores.
Supermarket scanner data from 64 market areas across the United States over 5 years were used to estimate regression models of the share of beer sales that are promoted, controlling for beer price, packaging, and type; and for market-level age, race/ethnicity, income, unemployment rate, and percentage of the population living in an alcohol control state.
Large-volume units, such as 144-oz and 288-oz packages, are more likely to be promoted than smaller package sizes. Malt-liquor beverages are less likely to be promoted than non-malt-liquor beverages. Age, race/ethnicity, income, and geographic location of the market area are not significantly related to promoted beer sales.
Marketing research has shown that in-store merchandising and promotions can substantially increase beer sales and that purchasing large package sizes may increase total consumption. Our results suggest that high levels of promoted sales for large-volume beer packages may result in increased beer consumption.
我们评估了产品特征（啤酒类型、包装尺寸和品牌名称）与市场区域社会经济特征之间关联的强度和方向，并促进杂货店中啤酒的销售。
利用美国64个市场区域5年的超市扫描数据来估计促销啤酒销售份额的回归模型，同时控制啤酒价格、包装和类型；以及市场层面的年龄、种族/族裔、收入、失业率和生活在酒精管制州的人口百分比。
大容量包装，如144盎司和288盎司的包装，比小包装更有可能被促销。麦芽酒饮料比非麦芽酒饮料更不容易被促销。市场区域的年龄、种族/族裔、收入和地理位置与促销啤酒销售没有显著关系。
市场研究表明，店内商品陈列和促销可以大幅增加啤酒销量，购买大包装尺寸可能会增加总消费量。我们的结果表明，大容量啤酒包装的高促销水平可能会导致啤酒消费量增加。
