Pricing and Promotions in Retail Tea Market in Argentina

GIORDANO, VICTORIA; LARROSA, JUAN M.C.; URIARTE, JUAN IGNACIO; RAMÍREZ MUÑOS DE TORO, GONZALO

Journal of International Food & Agribusiness Marketing

Taylor & Francis

Lugar: London; Año: 2022

1528-6983

Argentina has long been a tea provider with diversetypes and variants dispatched to the internal market and abroad. The drink andits variants are a popular complement to other infusions such as yerba mate andcoffee. We scraped an extensive online price database for analyzing the teaproducts offered in local supermarkets. We use a panel data modeling approachand test if attributes are associated with pricing and price discounting in theretail tea market. We control the estimations for time effects and exchangerate metrics because of the unstable macroeconomics. Time effects are highlysignificant and robust across estimations: we detect weekly, seasonal patterns,and yearly cycles. Attributes such as brand and variety play a weaker role inpricing but a stronger one in promotions.