Universität zu Köln

Hirche, Martin ORCID: 0000-0002-1593-8486, Greenacre, Luke, Nenycz-Thiel, Magda, Loose, Simone and Lockshin, Larry ORCID: 0000-0003-4948-7326 (2021). SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data. J. Retail. Consum. Serv., 61. OXFORD: ELSEVIER SCI LTD. ISSN 1873-1384

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Abstract

This study investigates the relationship between distribution and market share across various consumer packaged goods (CPG) categories and specific stock keeping units (SKUs). The study identifies product-related characteristics that result in substantive deviations above or below market shares predicted by the distribution - market share relationship. The association of product price, brand (private label [PL] v. national brand [NB]) and pack size with above (or below) expected market share for a given distribution level is analysed. Results indicate larger pack sizes, PL and medium price levels result in market share above what would be predicted by an SKU's distribution. This presents a source for competitive advantage in markets driven by push-pull dynamics.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Hirche, Martin UNSPECIFIED orcid.org/0000-0002-1593-8486 UNSPECIFIED Greenacre, Luke UNSPECIFIED UNSPECIFIED UNSPECIFIED Nenycz-Thiel, Magda UNSPECIFIED UNSPECIFIED UNSPECIFIED Loose, Simone UNSPECIFIED UNSPECIFIED UNSPECIFIED Lockshin, Larry UNSPECIFIED orcid.org/0000-0003-4948-7326 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-582150
DOI:	10.1016/j.jretconser.2021.102533
Journal or Publication Title:	J. Retail. Consum. Serv.
Volume:	61
Date:	2021
Publisher:	ELSEVIER SCI LTD
Place of Publication:	OXFORD
ISSN:	1873-1384
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language PRIVATE LABELS; PACKAGE SIZE; BRAND; PRICE; STRATEGIES; MANAGEMENT; CONSUMERS Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/58215