Store brands: shelf space in different categories and retail chains
| Autor: | MERCEDES ROZANO SUPLET, MÓNICA GÓMEZ SUÁREZ |
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| Jazyk: | English<br />Spanish; Castilian |
| Rok vydání: | 2009 |
| Předmět: | |
| Zdroj: | Management Letters/Cuadernos de Gestión, Vol 9, Iss 1, Pp 81-98 (2009) |
| Druh dokumentu: | article |
| ISSN: | 1131-6837 1988-2157 |
| Popis: | This paper analyses if the shelf space occupied by store brands in the points of sale is excessive confirming the national brands manufacturers’ opinions. Data were collected from 40 product categories in 55 retail stores. We draw conclusions about the existence of differences among product categories and chains. We also observe if the distribution companies hare arrived a maximum shelf space point and if the space occupied by their brands has a correspondence with their market share. The results allow us to understand retailers’ behaviour in their outlets. We point out some marketing actions that retailers and manufacturers could follow in order to get a better management of their own brands. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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