Abstract
Retailers' allocation of shelf space as well as the breadth of varietyoffered varies across categories. Many researchers have developedheuristics for determining what retailers should do with regard tothese decisions. We explore how these constructs are actually relatedin practice. We utilize data obtained from Marsh Supermarkets, a largeIndianapolis-based grocery retailer, to explore the relationshipsbetween these variables. The results of this analysis are a set of rawfacts concerning the relationship between some of grocery retailers'more important category-level decisions.
Similar content being viewed by others
References
Borin, Norm, Paul W. Farris, and James R. Freeland. (1994). “A Model for Determining Retail Product Category Assortment and Shelf-Space Allocation.” Decision Sciences 25, 359–384.
Boton, Ruth N. (1989). “The Relationship Between Market Characteristics and Promotional Price Elasticities,” Marketing Science 8, 153–169.
Bultez, A., and P. Naert. (1988). “SH.A.R.P.: Shelf Allocation for Retail Profits.” Marketing Science 7, 211–231.
Bultez, A., and P. Naert. (1989). “Asymmetric Cannibalism in Retail Assortments.” Journal of Retailing 65(2), 153–192.
Fader, Peter S., and Leonard M. Lodish. (1990). “A Cross-Category Analysis of Category Structure and Pro-motional Activity for Grocery Products.” Journal of Marketing (October), 52–65.
Guadagni, Peter M., and John D. C. Little. (1983). “A Logit Model of Brand Choice Calibrated on Scanner Data.” Marketing Science 2, 203–223.
Gupta, Sunil. (1988). “The Impact of Sales Promotions on When, What and How Much to Buy.” Journal of Marketing Research 25, 342–355.
Lal, Rajiv, and Chakravarthi Narasimhan. (1996). “The Inverse Relationship Between Manufacturer and Retailer Margins: A Theory.” Marketing Science 15, 132–151.
Litvack, David S., Roger J. Calatone, and Paul R. Warshaw. (1985). “An Examination of Short-Term Retail Grocery Price Effects.” Journal of Retailing 61, 9–25.
Narasimhan, Chakravarthi, Scott A. Neslin, and Subrata K. Sen. (1996). “Promotional Elasticities and Category Characteristics.” Journal of Marketing 60, 17–30.
Narasimhan, Chakravarthi, and Ronald T. Wilcox. (1995). “Private Labels and the Channel Relationship: A Cross-Category Analysis.” Working paper.
Wilcox, Ronald T., and Chakravarthi Narasimhan. (1996). “A Cross-Category Analysis of Retailers' Promotional Strategies.” Working paper.
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
CHIANG, J., WILCOX, R. A Cross-Category Analysis of Shelf-Space Allocation, Product Variety, and Retail Margins. Marketing Letters 8, 183–191 (1997). https://doi.org/10.1023/A:1007958419547
Issue Date:
DOI: https://doi.org/10.1023/A:1007958419547