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Tapping the potential space-positioning of private labels
Journal of Indian Business Research ( IF 2.1 ) Pub Date : 2020-02-07 , DOI: 10.1108/jibr-09-2019-0263
Veenu Sharma , Bhuvnesh Kedia , Vandana Yadav , Shreya Mishra

The purpose of this study is to analyze the current scenario of private labels from consumers and retailers’ point of view and provide inputs to the retailers that will help them to increase their profitability. Profitability for retailers is a resultant of efficient inventory management in a limited space. This paper studies consumer’s purchase behavior and facilitates retailers in their decision-making of the dilemma between the appropriate mix of national brands (NBs) and private labels to increase their profitability. Retailers will be able to do cross-merchandising of the categories of the goods having strong associations and will increase the shelf space of the products, which are preferred by customers.,Market basket analysis was done for 1,223 transactions including two or more product categories in each transaction. In total, 564 products were studied and these products were further divided into 23 categories. Lift analysis was done 4 times to find an association between the products of all the categories.,The results find a strong association between some categories and advocate the placement of these combinations together – one being a NB and another private label.,Analysis of only a limited set of brands and their product categories for a value retailer cross-merchandising.,The analysis of sales transactions will help retailers in determining the associations between product categories. This association will be helpful in placing their private labels vis-a-vis NBs to do cross-merchandising and allocating judicial space to the product assortment to increase their profitability.

中文翻译:

挖掘自有品牌的潜在空间定位

这项研究的目的是从消费者和零售商的角度分析自有品牌的现状,并向零售商提供投入,以帮助他们提高盈利能力。零售商的获利能力是有限空间内有效库存管理的结果。在其决策的民族品牌适当的组合之间的两难境地(NBS)本文研究了消费者的购买行为,并促进零售商和自有品牌来提高自己的盈利能力。零售商将能够对具有强关联性的商品类别进行交叉销售,并会增加商品的货架空间,这是客户的首选。对1,223笔交易进行了购物篮分析,包括两个或多个商品类别。每笔交易。总共,研究了564种产品,并将这些产品进一步分为23类。进行了4次提升分析,以发现所有类别的产品之间的关联。结果发现某些类别之间有很强的关联,并主张将这些组合放在一起-一个是NB,另一个是自有品牌。有限的品牌及其产品类别的集合,以供有价值的零售商交叉销售。对销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。进行了4次提升分析,以发现所有类别的产品之间的关联。结果发现某些类别之间有很强的关联,并主张将这些组合放在一起-一个是NB,另一个是自有品牌。有限的品牌及其产品类别的集合,以供有价值的零售商交叉销售。对销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。进行了4次提升分析,以发现所有类别的产品之间的关联。结果发现某些类别之间有很强的关联,并主张将这些组合放在一起-一个是NB,另一个是自有品牌。价值零售商可以交叉销售的有限品牌和产品类别。销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。结果发现某些类别之间有很强的关联性,并倡导将这些组合放在一起-一个是NB,另一个是自有品牌。,针对价值零售商的跨商品销售,仅分析了有限的一组品牌及其产品类别。对销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。结果发现某些类别之间有很强的关联性,并倡导将这些组合放在一起-一个是NB,另一个是自有品牌。,针对价值零售商的跨商品销售,仅分析了有限的一组品牌及其产品类别。对销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。销售交易的分析将帮助零售商确定产品类别之间的关联。该协会将有助于将他们的自有品牌相对于NB进行交叉销售,并为产品分类分配司法空间以增加其获利能力。
更新日期:2020-02-07
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