SKU performance and distribution: a large-scale analysis of the role of product characteristics with store scanner data

Martin Hirche, Luke Greenacre, Magda Nenycz-Thiel, Simone Loose, Larry Lockshin

Research output: Contribution to journalArticleResearchpeer-review

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.

Original languageEnglish
Article number102533
Number of pages10
JournalJournal of Retailing and Consumer Services
Volume61
DOIs
Publication statusPublished - Jul 2021

Keywords

  • Category management
  • Portfolio management
  • Product characteristics
  • Retail distribution
  • SKU performance

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