TY - JOUR
T1 - SKU performance and distribution
T2 - a large-scale analysis of the role of product characteristics with store scanner data
AU - Hirche, Martin
AU - Greenacre, Luke
AU - Nenycz-Thiel, Magda
AU - Loose, Simone
AU - Lockshin, Larry
PY - 2021/7
Y1 - 2021/7
N2 - 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.
AB - 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.
KW - Category management
KW - Portfolio management
KW - Product characteristics
KW - Retail distribution
KW - SKU performance
UR - http://www.scopus.com/inward/record.url?scp=85102576387&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2021.102533
DO - 10.1016/j.jretconser.2021.102533
M3 - Article
AN - SCOPUS:85102576387
SN - 0969-6989
VL - 61
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102533
ER -