Thumbnail - Request a copy

Estimation of Product Category Sales Responsiveness to Allocated Shelf-Space

Desmet, Pierre; Renaudin, Valérie (1998), Estimation of Product Category Sales Responsiveness to Allocated Shelf-Space, International Journal of Research in Marketing, 15, 5, p. 443-457. http://dx.doi.org/10.1016/S0167-8116(98)00018-4

Type
Article accepté pour publication ou publié
Date
1998
Journal name
International Journal of Research in Marketing
Volume
15
Number
5
Publisher
Elsevier
Pages
443-457
Publication identifier
Metadata
Show full item record
Author(s)
Desmet, Pierre
Renaudin, Valérie cc
Abstract (EN)
A retail chain manager must draw on experience based on data available from his points of sale to diagnose space misallocations in stores and to make recommendations. This paper presents an empirical estimate of shelf space elasticities from a variety store chain database at product category level with a share of space vs. share of sales econometric model. It suggests that external influences could explain space elasticity differences. Results show that space elasticities increase with the impulse buying rate of the product category and do not depend on the type of store.
Subjects / Keywords
Impulse buying; Shelf space elasticities; Space allocation; merchandising
JEL
M31 - Marketing