Dynamic promotional allocation for multi-products in segmented market under first and repeat purchase behaviour Online publication date: Thu, 20-Jun-2013
by P.C. Jha; Prerna Manik; Anshu Gupta
International Journal of Advanced Intelligence Paradigms (IJAIP), Vol. 5, No. 1/2, 2013
Abstract: Promotion plays a vital role in influencing consumer behaviour in favour of the firm's offerings culminating into product trial/adoption/repurchase. Sparse promotional effort resources and shortened product life cycles require that decisions related to promotional effort allocation must be taken judiciously and objectively. In this paper, we formulate and solve an optimisation problem of promotional resource allocation for the multi products of a product line sold across distinctive market segments. The problem is formulated using a diffusion model allowing repeat purchase under budgetary and minimum sales aspiration level constraint on each product under consideration and solved using differential evolution approach. In order to allocate resources dynamically the total planning horizon is divided into multi periods. Resources are re-allocated in each period to each product under consideration in each market segment after analysing the current adoption pattern and market potential. Model applicability is shown with the help of a numerical illustration.
Online publication date: Thu, 20-Jun-2013
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