TESTING FOR STORE-LEVEL DIFFERENCES IN FACTORS AFFECTING ITEM MOVEMENT OF PREGO AND RAGU SPAGHETTI SAUCES USING POINT-OF-SALE DATA

Using IRI Infoscan store-level data or Prego and Ragu brands of spaghetti sauces, estimates were obtained for own-price, cross-price, and advertising elasticities for Houston, TX and Dallas/Ft. Worth, TX markets via the use of SUR (Seemingly Unrelated Regression) technique. As well, impacts of featuring, display, and free-standing inserts on movement of spaghetti sauces at the store level were obtained. Dynamics in item movement also were captured. Within a particular market for a given brand, coefficients of factors affecting movement of spaghetti sauce were different across stores.