The Impact of Weather Changes on the Retail Sales─ A Case Study of New Taipei City Shenkeng FarmersAssociation supermarkets

• Main Authors: Shun-Ta Chang, 張順達
• Other Authors: Hung-Hao Chang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/kv22nm

碩士 === 國立臺灣大學 === 農業經濟學研究所 === 104 === It has been documented that weather plays a vital role in economic environment. Weather can not only influence commercial activities and agricultural supplies, but also can be associated with retail sales and the decisions of consumers’ purchase. This thesiss addresses the issue on the impact of weather condition on consumers’ purchase behavior and retail sales, using the administrative record in supermarket sales of the Farmers Association in Shenkeng district in New Taipei city. We control for factors including the promotion, typhoon alert and dates of sales that are possiblely associated with consumers’ purchase behavior. After controlling for these factors, we aim to figure out whether or not climate change affects supermarkets’ sales and consumers’ purchase. The study can provide a case study for retailers to predominate consumers’ needs, and also give related industries suggestions on retail business operation. Our empirical results show that climate change has a significant relationship with consumers’ purchases and retail sales. Primary findings are summarized as follows. Our results reveal that wind speed doesn’t influence retail sales performance. In constrast, other climate factors inclduing the average day temperature, rainfall, heat index, have different level of influence on supermarket sales. Among these significant factors, the magnitude of the effect by rainfall is the largest which is negatively correlated with sales in all kinds of commodities sector. Moreover, some other variables such as typhoons, promotional flights, holidays, also influence supermarket sales in various kinds of commodities. It is of note that promotions by markets have positive effects to both overall turnover and sales in all of the selected commodities. Also, weekend days tend to have negative effects to supermarket overall and sales in all of the selected commodities.