The effect of exclusive distribution on the sales of ready-made meals in online retail

Nayeong Kim, Dongmin Lee, Seonghwan Cho and Junghoon Moon

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: This study examines the impact of exclusive distribution on sales for online retailers and the moderating effects of product assortment (width and depth) and within-category competitive intensity on this relationship. This study used panel data for 3285 ready-made meal products which are newly introduced from August 2018 to August 2021Â at a leading online grocery retailer in Korea. The random-effects panel regression was applied to test the proposed model. The results show that exclusive distribution increases sales, and this effect is intensified with greater product depth and greater within-category competitive intensity. These findings provide useful implications for retailers to increase their likelihood of success when adopting an exclusive distribution strategy. This study also contributes to expanding the scope of the literature on the effect of exclusive distribution on sales in the context of online retail.

Keywords: Online retail; Exclusive distribution; Product assortment; Competitive intensity; Ready-made meals; Panel regression (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002527

DOI: 10.1016/j.jretconser.2023.103505

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