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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
Published by: The University of Chicago Press
Stable URL: http://www.jstor.org/stable/2352666
Page Count: 16
You can always find the topics here!Topics: Brands, Product displays, Market share, Financial management, Soaps, Retail stores, Supermarkets, Bathing, Cost functions, Minimization of cost
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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.
The Journal of Business © 1979 The University of Chicago Press