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Estimation of Product Category Sales Responsiveness to Allocated Shelf-Space

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Date
1998
Dewey
Marketing
Sujet
Impulse buying; Shelf space elasticities; Space allocation; merchandising
JEL code
M31
Journal issue
International Journal of Research in Marketing
Volume
15
Number
5
Publication date
1998
Article pages
443-457
Publisher
Elsevier
DOI
http://dx.doi.org/10.1016/S0167-8116(98)00018-4
URI
https://basepub.dauphine.fr/handle/123456789/1757
Collections
  • DRM : Publications
Metadata
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Author
Desmet, Pierre
Renaudin, Valérie
Type
Article accepté pour publication ou publié
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.

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