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Estimating Shelf-space elasticity for product categories: A preliminary step to hierarchical space allocation in stores belonging to a chain

Desmet, Pierre; Renaudin, Valérie (1997), Estimating Shelf-space elasticity for product categories: A preliminary step to hierarchical space allocation in stores belonging to a chain, 26th EMAC (European Marketing Academy) Conference, 1997-05, Warwick, United Kingdom

Type
Communication / Conférence
Date
1997
Titre du colloque
26th EMAC (European Marketing Academy) Conference
Date du colloque
1997-05
Ville du colloque
Warwick
Pays du colloque
United Kingdom
Éditeur
EMAC Conference proceedings
Isbn
978-0-902610-43-9
Nombre de pages
2154
Pages
1029-1042
Métadonnées
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Auteur(s)
Desmet, Pierre
Dauphine Recherches en Management [DRM]
Renaudin, Valérie cc
Dauphine Recherches en Management [DRM]
Résumé (EN)
To re-allocate space in an existing store between product categories, the manager can use sales-space elasticities evaluated from the performance of comparable stores. This paper presents the empirical estimation of sales-space elasticities for each product category of a town-center supermarket chain. Results show that space-elasticities are increasing with the impulse buying rate of the product category and decreasing with the size of the store. The category effect seems to be higher than the store size effect.
Mots-clés
impulse buying; shelf-space elasticities; sales-space relationship; space allocation; retailing
JEL
L81 - Retail and Wholesale Trade; e-Commerce
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing