Is category management in small supermarkets worth the effort?

Guissoni, Leandro Angotti; Consoli, Matheus Alberto; Rodrigues, Jonny Mateus

doi:10.1590/s0034-75902013005000005

Cited by 8 publications

(8 citation statements)

References 27 publications

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“…Twenty articles were identified that described TPP used by manufacturers to influence retailer marketing strategies [ 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 35 , 36 , 37 , 38 , 39 , 40 , 41 , 42 , 43 , 44 ]. Of these, 13 articles were published in the peer-reviewed literature or through conference proceedings and seven articles were published in trade publications.…”

Section: Resultsmentioning

confidence: 99%

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Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior

Hecht

Perez

Polascek

et al. 2020

IJERPH

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The retail food environment plays an important role in shaping dietary habits that contribute to obesity and other chronic diseases. Food and beverage manufacturers use trade promotion—incentives paid to retailers—to influence how products are placed, priced, and promoted in stores. This review aims to: (1) catalogue trade promotion practices that manufacturers use to influence retailer marketing strategies, and (2) describe how these retailer marketing strategies affect consumer purchasing behavior and attitudes. Researchers searched five databases, Academic Search Ultimate, Business Source Ultimate, PsycINFO, PubMed, and Web of Science, to identify literature from industry and academic sources published in English through November 2019. Twenty articles describing manufacturer trade promotion practices were synthesized and provided insight into four types of trade promotion practices: category management, slotting allowances, price discounts, and cooperative advertising. Fifty-four articles describing the impact of retailer marketing on consumers were synthesized and graded for quality of evidence. While comparison across studies is challenging, findings suggest that retailer marketing strategies, such as price promotions and prominent placement, lead to increased sales. Results can guide efforts by policymakers, public health practitioners, and food retailers to design retail environments that improve healthy eating while maintaining retailer financial interests. Additional research should measure the impact of retailer marketing strategies on consumer diet quality and retailer outcomes (e.g., return-on-investment).

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Section: Resultsmentioning

confidence: 99%

“…Eleven articles focused on category management [ 27 , 28 , 31 , 34 , 35 , 37 , 38 , 39 , 41 , 43 , 44 ]. Category management is the collaboration between manufacturers and retailers to make decisions regarding product assortment, space allocation, pricing, and in-store promotion for entire product categories.…”

Section: Resultsmentioning

confidence: 99%

Influence of Food and Beverage Companies on Retailer Marketing Strategies and Consumer Behavior

Hecht

Perez

Polascek

et al. 2020

IJERPH

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“…Generically, CM helps to maximize in-store marketing return on investment, increases sales and profits (Zenor, 1994;Kahler & Lingenfelder, 2006), and represents efficiency gains to the retailer and supplier (Bandyopadhyay et al, 2009;Hoch & Pomerantz, 2002). In more detail, other potential benefits of CM are (Weber et al, 2015;Karolefski & Heller, 2005;Guissoni, Consoli & Rodrigues, 2013;Gajanan et al, 2007;Nielsen, 1993;Harris, Swatman & Kurnia, 1999;Ferreira, 2001):…”

Section: Concept Of Category Managementmentioning

confidence: 99%

“…CM has gained global acceptance since then (Guissoni, Consoli & Rodrigues, 2013;Harris, 2010;Dewsnap & Hart, 2004). Its origin is intrinsically linked to a business environment characterized by intense competition, new retail formats, consolidation and maturity of the Fast Moving Consumer Goods sector (FMCG), proliferation of new products beyond shelf space available, increasing demand, volatility of consumers/shoppers, and retailers/suppliers consciousness that both would have more to gain through cooperation (Benoun & Héliès-Hassid, 2004;Gooner, 2001;Karolefski & Heller, 2005).…”

Section: Introductionmentioning

confidence: 99%

Shopper Centric Category Management in Convenience Stores: a Qualitative Study

Silveira¹,

Marreiros²

2016

European Proceedings of Social &Amp; Behavioural Sciences

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The literature shows that category management is an important concept and tool for retailers and suppliers, but that there is a trend to move to a more shopper-centric category management approach, linked to the shoppermarketing approach. However, the knowledge on this issue is scarce on some retailing sectors, like convenience stores. The present study is focused on convenience stores, with the main purpose of finding out to what extent non-major food retailers successfully adopt a shopper-centric category management. The study is relevant in order to evaluate if a more shopper-centric approach is adequate to smaller companies/stores. To accomplish that goal, an exploratory qualitative study was conducted among convenience store retailers and suppliers. Six semistructured face-to-face interviews were conducted with Commercial Directors and Trade Marketing Managers. This data was complemented with thirteen interviews with shopper marketing experts. The data was analyzed using thematic content analysis technique, identifying themes, categories, subcategories, units of meaning and relations. The results revealed that convenience store retailers use some of the principles and techniques of the shopper-marketing and shopper-centric category management approaches, which they do in a non-standardized and non-formal approach or process. Their suppliers (the manufacturers) do it in a more formal and structured manner, probably as a result of previous interaction with major supermarkets chains. Both direct and indirect evidences of a shopper-centric approach were found, which, however, were slight, discrete and not formal.

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“…Flint et al (2012) argue that, being an emerging issue, can lead to evolutions in the marketing field. Shopper marketing has been already the theme on papers published in reputed academic journals -two papers in the Journal of Marketing Guissoni et al, 2013) and one in the Journal of Retailing (Guissoni et al, 2013).…”

Section: Introductionmentioning

confidence: 99%