Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If you need an accessible version of this item please contact JSTOR User Support

An Analysis of Retail Display Space: Theory and Methods

Evan E. Anderson
The Journal of Business
Vol. 52, No. 1 (Jan., 1979), pp. 103-118
Stable URL: http://www.jstor.org/stable/2352666
Page Count: 16
  • Read Online (Free)
  • Download ($14.00)
  • Cite this Item
If you need an accessible version of this item please contact JSTOR User Support
An Analysis of Retail Display Space: Theory and Methods
Preview not available

Abstract

One of the most significant short-run decisions of retail management is to assemble a portfolio of product brands and determine the shares of display area which should be assigned to each. This paper develops a theoretical model of the relationship between brand market shares and share of product display space, given a profile of consumer brand preferences. An empirical measure of market-share elasticity, suggested by the theory, is statistically evaluated using experimental data. These developments are used as part of an integrated theory of the profit-maximizing allocation of product display space.

Page Thumbnails

  • Thumbnail: Page 
103
    103
  • Thumbnail: Page 
104
    104
  • Thumbnail: Page 
105
    105
  • Thumbnail: Page 
106
    106
  • Thumbnail: Page 
107
    107
  • Thumbnail: Page 
108
    108
  • Thumbnail: Page 
109
    109
  • Thumbnail: Page 
110
    110
  • Thumbnail: Page 
111
    111
  • Thumbnail: Page 
112
    112
  • Thumbnail: Page 
113
    113
  • Thumbnail: Page 
114
    114
  • Thumbnail: Page 
115
    115
  • Thumbnail: Page 
116
    116
  • Thumbnail: Page 
117
    117
  • Thumbnail: Page 
118
    118