 SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner dataMartin Hirche, Luke Greenacre, Magda Nenycz-Thiel, Simone Loose and Larry Lockshin Journal of Retailing and Consumer Services, 2021, vol. 61, issue C 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. Keywords: Retail distribution; SKU performance; Product characteristics; Category management; Portfolio management (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921000990 DOI: 10.1016/j.jretconser.2021.102533 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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