Title: The impact of location factors on the attractiveness and optimal space shares of product categories
Authors: Campo, Katia ×
Gijsbrechts, Els
Goossens, Tom
Verhetsel, Ann #
Issue Date: Dec-2000
Publisher: Elsevier science bv
Series Title: International Journal of Research in Marketing vol:17 issue:4 pages:255-279
Abstract: In this paper, we investigate the impact of location characteristics on the relative attractiveness of product categories within a store, and formulate micromarketing implications for the allocation of store space to categories. We present a framework for the impact of store and trading area characteristics on category and store performance, which integrates acid extends previous geomarketing research. Building upon this framework, we propose a tractable and flexible procedure for assessing location influences, and derive optimal space allocation rules for different location profiles. Empirical application to national stores of a European retail chain confirms the differential impact of location characteristics on categories' attractiveness. Tailoring the allocation of store space to these location-based differences in category appeal leads to a significant increase in overall chain profitability. (C) 2000 Elsevier Science B.V, All rights reserved.
ISSN: 0167-8116
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
Faculty of Economics and Business (FEB) - miscellaneous
Faculty of Economics and Business (FEB), Campus Carolus Antwerp - miscellaneous
× corresponding author
# (joint) last author

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