SKU performance and distribution: A large-scale analysis of the role of product characteristics with store scanner data. (July 2021)

• Record Type: Journal Article
• Authors: Hirche, Martin; Greenacre, Luke; Nenycz-Thiel, Magda; Loose, Simone; Lockshin, Larry
• Is Part Of: Journal of retailing and consumer services. Volume 61(2021)
• Publication Date: 2021-07
• Subjects: Retail distribution -- SKU performance -- Product characteristics -- Category management -- Portfolio management; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2021.102533
• Languages: English
• ISSNs: 0969-6989

Abstract

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 size with above (or below) expected market share for a given distribution level is analysed. Results indicate larger pack sizes, PL and medium price levels result in market share above what would be predicted by an SKU's distribution. This presents a source for competitive advantage in markets driven by push–pull dynamics.