It's All About Timing! - A Closer Look at 'Seasonality' in Marketing & Sales - Mediacast

It's All About Timing! - A Closer Look at 'Seasonality' in Marketing & Sales

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Professor Anirban Mukherjee

The sales of many products are seasonal. For example, festivals such as Lunar New Year and Christmas, and occasions such as Valentine’s Day are times of gift-giving. The festival calendar leads to a seasonal variation in what, and how much, consumers purchase. However, accurately predicting the sales of a focal product in such periods is often particularly challenging.

Assistant Professor of Marketing Anirban Mukherjee from SMU’s Lee Kong Chian School of Business has been studying how consumers change in their outlook and behaviour with the broader environment, and how marketers should best respond to such changes.

In this podcast, he describes a new empirical model that investigates the source and extent of sales seasonality. He also discusses the impact of the economy on consumers, particularly in eco-friendly products. And finally, he shares his views on the changing Asian consumer.

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