SKU performance and distribution: a large-scale analysis of the role of product characteristics with store scanner data
Date
2021
Authors
Hirche, M.
Greenacre, L.
Nenycz Thiel, M.
Loose, S.
Lockshin, L.
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Journal article
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Journal of Retailing and Consumer Services, 2021; 61(102533):1-10
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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.
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Copyright 2021 Elsevier