SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data
Volume: 61, Pages: 102533 - 102533
Published: Jul 1, 2021
Abstract
This study investigates the relationship between distribution and market share across various consumer packaged goods (CPG) categories and specific stock keeping units (SKUs). The study identifies product-related characteristics that result in substantive deviations above or below market shares predicted by the distribution – market share relationship. The association of product price, brand (private label [PL] v. national brand [NB]) and pack...
Paper Details
Title
SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data
Published Date
Jul 1, 2021
Volume
61
Pages
102533 - 102533
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