文章基本信息

标题：Tamaño del surtido y ventas de la categoría: ¿existe una relación directa?
本地全文：下载
作者：Juan Carlos Gázquez Abad ; Irene Esteban Millat ; Francisco J. Martínez López 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2014
卷号：2
期号：42
出版社：Universia Business Review
摘要：Assortment is one of the most important tools for retailers differentiating themselves from competitors, attracting customers into the store and increasing their sales. This paper analyzes the relationship between assortment size – in terms of number of Stock Keeping Units – and category sales level. In order to do this, a panel database containing information about assortment size and sales per week between 2008 and 2012 for all hypermarkets and supermarkets operating in Spain is used. Our results confirm a positive and significant relationship between both aspects; nevertheless, the intensity of such result depends on the frequency and penetration of the category under study
其他摘要：Assortment is one of the most important tools for retailers differentiating themselves from competitors, attracting customers into the store and increasing their sales. This paper analyzes the relationship between assortment size – in terms of number of Stock Keeping Units – and category sales level. In order to do this, a panel database containing information about assortment size and sales per week between 2008 and 2012 for all hypermarkets and supermarkets operating in Spain is used. Our results confirm a positive and significant relationship between both aspects; nevertheless, the intensity of such result depends on the frequency and penetration of the category under study