Shelf space is a very important factor for the super market. Shelf space is used by super market in multiple ways for example visible placement of products, displays enhancement, help customers in comparing same category products easily etc. Shelf space allocation decision to national and private brands is largely influenced by multiple factors. This research project will help to understand the super store factors decision of shelf allocation to national and private brands and its impact on sales and profits.
Table of Contents
Chapter One: Introduction
1.1 Overview
1.2 Background
1.3 Statement of Problem
1.4 Objectives
1.5 Purpose of the Study
1.6 Research Questions
1.7 Methodology
1.8 Significance of study
1.9 Delimitations
1.10 Operational Definitions of key terms
1.10.1 Supply Chain
1.10.2 Logistics
1.10.3 Out of Stock (OOS)
1.10.4 Replenishment
1.10.5 National Brands
1.10.6 Private Brands
Chapter Two: Literature Review
2.1 Background
2.2 Supplier
2.2.1 Case Pack Size
2.2.2 DSD
2.3 Merchandising Coverage
2.4 Retailer
2.5 Forecasting and ordering
2.6 Store Size
2.7 Number of facings
2.8 Backroom
2.9 Shelf Maintenance
2.10 Price Promotion
2.11 Time
2.11.1 Day of Week
2.12 Product Placement
2.13 Inventory Management
Chapter Three: Methodology
3.1 Research Approaches
3.2 Sample Design and Procedure
3.3 Sampling Technique
3.4 Instrument Formulation
3.5 Variables
3.6 Hypothesis
3.7 Data collection method
3.8 Data Collection technique
3.9 Time line
Chapter Four: Data Analysis
4.0 Data Finding
Chapter Five: Conclusion and Recommendations
5.1 Conclusion
5.2 Recommendation
5.3 Future Agenda
6.0 References
Appendix
Research Objectives and Themes
The primary objective of this research is to identify the critical factors that retailers consider when allocating shelf space to national and private brands, and to analyze how these decisions impact store profitability and sales performance within the Karachi supermarket sector.
- Analysis of shelf space allocation strategies for national versus private brands.
- Evaluation of the impact of "Out of Stock" situations on retailer profitability and customer loyalty.
- Investigation into supply chain and replenishment practices affecting shelf availability.
- Assessment of the relationship between promotional activities, product placement, and sales performance.
Excerpt from the Book
1.2 Background
In these days maintaining sales volume is a major success because as soon the sales go down the business enters loss state and thus decreasing customer loyalty (Trautrims et al, 2009). Consumers are smarter these days: they are more informed, have more knowledge about the product, ask more queries and demand better service which provides a new challenge for retailers who are trying to hold down the costs (Gruen et al, 2002). ‘Item for consumption’ is defined as On Shelf Availability in the store when a buyer order comes (Chopra and Meindl 2007, 77). The shelf of a store can be considered as the most important asset in the supply chain: 70 percent of purchase decisions are made at Point of Sale (ICTSNewfieldTech BV 2011.). Shelf is the place where the customer meets the product, its packaging, advertising, the brand and the product (ICTS NewfieldTech BV 2011.) Customer patience for Out of Stock items is decreasing these days (Gruen et al, 2002), which may threat retailers by losing sales (Trautrims et al, 2009). According to a study (Corsten and Gruen (2003) identified five main responses when a store faces Out of Stock Situation:
• Replace same brand with a different size
• Replace the brand
• Postpone Purchase
• Visit a different store
• Don’t make a purchase
Every response from a consumer has a different cost for the retailer or manufacturer with potential of seriously hurting them (Corsten and Gruen (2003).
Summary of Chapters
Chapter One: Introduction: Outlines the research scope, objectives, and problem statement regarding the impact of shelf space availability on retailer profitability in Karachi.
Chapter Two: Literature Review: Provides a comprehensive overview of existing theories and studies concerning shelf availability, inventory management, and supplier-retailer dynamics.
Chapter Three: Methodology: Details the quantitative research approach, convenience sampling technique, and the design of the survey instrument used to collect data from supermarkets.
Chapter Four: Data Analysis: Presents the statistical correlations found between shelf availability factors and profitability, alongside key survey findings on root causes of stock issues.
Chapter Five: Conclusion and Recommendations: Summarizes the study's conclusions regarding the significance of shelf management and provides strategic recommendations for superstore operations.
Keywords
On Shelf Availability, OSA, Supermarket, Profitability, Retail Management, Karachi, Supply Chain, Out of Stock, Shelf Space Allocation, National Brands, Private Brands, Inventory Management, Consumer Loyalty, Sales Performance, Replenishment
Frequently Asked Questions
What is the core focus of this research project?
The research investigates the relationship between on-shelf availability (OSA) and the profitability of supermarkets in Karachi, specifically focusing on how shelf allocation decisions for national and private brands impact financial performance.
What are the central thematic areas of the study?
The study centers on supply chain dynamics, shelf replenishment practices, retailer-supplier relationships, the impact of price promotions, and the influence of inventory management on store profitability.
What is the primary goal of this research?
The goal is to determine which factors influence a retailer's decision to allocate shelf space to specific brands and to quantify the resultant impact on profit maximization and sales volumes.
Which scientific methodology was applied?
The researchers utilized a quantitative approach, employing a cross-sectional study design with primary data collected through structured questionnaires distributed to managers and supervisors of superstores in Karachi.
What is covered in the main body of the work?
The main body covers the literature review of existing global studies on OSA, a detailed methodology chapter explaining the data collection process, and an analysis of survey data correlating variables like variety and price tags with store profitability.
Which keywords best characterize this work?
Key terms include On Shelf Availability, retail management, inventory management, supply chain, shelf space allocation, and profit maximization.
What specifically is meant by 'Out of Stock' (OOS) in this context?
OOS is described as an event where inventory is exhausted, preventing a customer from purchasing a desired item, which leads to immediate loss of sales and potential damage to long-term customer loyalty.
How did the study distinguish between National and Private brands?
National brands are defined as those distributed nationwide by a producer or distributor (e.g., Tapal, Shan), whereas private brands are products sold under a specific Super Store's unique marketing identity (e.g., Imtiaz's house brands).
- Arbeit zitieren
- Osama Pervez (Autor:in), Talha Bin Zahid (Autor:in), Wasif Sherwani (Autor:in), 2014, Impact of On Shelf Availability on Profitability of Super Markets in Karachi, München, GRIN Verlag, https://www.hausarbeiten.de/document/273418
