Table 3.

Study variables.

Variable		Description
Sit	Sales	Physical units sold of product i on week t.
PRit	Price	Retail price in euros (including VAT) of product i on week t.
BR(k)i	Brands	Dummy variables that control for the effect of each brand. We create a dummy variable for each of the 12 brands, such that it takes a value of 1 if product i has the brand k. In fact, we introduce 11 dummy variables in the models because a brand is taken as a reference.
DIit	Display	Dummy variable, equal to 1 if product i is displayed with a special presentation or at a special location such as end-of-aisle or island on week t, and equal to 0 otherwise.
AFit	Advertising flyer	Dummy variable, equal to 1 if product i is featured on an advertising flyer or brochure on week t, and equal to 0 otherwise.
PQBi	Perceived quality attributed to the brand	The average assessment of the product quality attributed to the brand, according to surveyed consumers. The values vary between 1 and 5. All products of the same brand have the same value for this variable.
PQICi	Perceived quality attributed to the intrinsic product characteristics	The weighting, according to the importance granted by surveyed consumers, of the assessment of the quality of product i depending on its main intrinsic technical characteristics. The possible values vary between 1 and 5.

i, is the SKU for which we collect information; t, is the week in which the information is collected; k, is the product brand