Market environment, assortment policy, and performance of small retailers

Jack Cadeaux and Chris Dubelaar

Australasian marketing journal, 2012, vol. 20, issue 4, 250-259

Abstract: This study surveys small retail pharmacies to examine the relationship between managers’ perceptions of local market environments, their stated assortment policies, and their reported performance levels for a large product category. Managers report wider assortments when market diversity and market munificence are high. In turn, wider assortments have a positive effect on reported relative category sales and stock. In addition, market uncertainty has a direct negative effect on reported margins. This study controls for both store space as well as the potential direct performance effects of the local market environment faced by small retailers.

Keywords: Market environment; Assortment; Store performance; Survey; Small retailers (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:20:y:2012:i:4:p:250-259

DOI: 10.1016/j.ausmj.2012.05.013

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