The impact of location factors on the attractiveness and optimal space shares of product categories
| Autor: | Ann Verhetsel, Tom Goossens, Katia Campo, Els Gijsbrechts |
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| Předmět: | |
| Zdroj: | Scopus-Elsevier International journal of research in marketing |
| ISSN: | 0167-8116 |
| Popis: | In this paper, we investigate the impact of location characteristics on the relative attractiveness of product categories within a store, and formulate micromarketing implications for the allocation of store space to categories. We present a framework for the impact of store and trading area characteristics on category and store performance, which integrates and extends previous geomarketing research. Building upon this framework, we propose a tractable and flexible procedure for assessing location influences, and derive optimal space allocation rules for different location profiles. Empirical application to national stores of a European retail chain confirms the differential impact of location characteristics on categories' attractiveness. Tailoring the allocation of store space to these location-based differences in category appeal leads to a significant increase in overall chain profitability. |
| Databáze: | OpenAIRE |
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