The Retailers' Merchandise Mix Planning and the Process of Category Management

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2011, vol. 2, issue 2, 55-61

Abstract: Retail merchandising is the process used in order to conduct retail sales. As part of the process, the merchandiser pays close attention to the types of products offered for sale, how to best present those products to consumers, and determining what is a reasonable retail price for each unit sold. The product assortment is the core of the retailing service. A retailers total product offering is called a merchandise mix or product range. At a strategic level, merchandise management includes the process of selecting the right items for a store and, at an operational level, ensuring that they are available when customers want to purchase them. Items in the assortment are organised into groups, the so called categories. Merchandise planning encompasses selecting the right categories and the items within them. The selection of the appropriate items for a store refers to the breadth and depth of the assortment, quality levels and the brand portfolio.

Keywords: Merchandise Mix; Category Management; Branding Strategy; Consumer Behaviour (search for similar items in EconPapers)
JEL-codes: D22 L81 M31 (search for similar items in EconPapers)
Date: 2011
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