The Drivers of Consumer Value in the ECR Category Management Model
Holweg, C, Schnedlitz, P and Teller, C (2009) The Drivers of Consumer Value in the ECR Category Management Model International Review of Retail, Distribution and Consumer Research, 19 (3). 199 - 218. ISSN 1466-4402
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This paper critically evaluates the proposed structure and contents of a frequently discussed Category Management (CM) model in the Efficient Consumer Response (ECR) context. Based on this we present an extensive empirical study where the data from a survey of 202 household representatives are merged with their actual purchasing data taken from a consumer purchase panel (>30,000 purchase observations). The results from an exploratory factor analysis and subsequent multiple regression analyses show that the investigated CM model needs to be amended by personnel and Point-of-Sale aspects as they affect Consumer Value significantly. Finally, the investigated differences between the drivers of Consumers Value call for including both survey and consumer purchase data and consequently incorporate attitudinal and behavioural aspects into Category Management.
|Additional Information:||This is an electronic version of an article published in International Review of Retail, Distribution and Consumer Research, 19(3), 199-218 (2009). International Review of Retail, Distribution and Consumer Research is available online at: http://http://www.tandfonline.com/doi/abs/10.1080/09593960903233640.|
|Divisions:||Faculty of Business, Economics and Law > Surrey Business School|
|Depositing User:||Symplectic Elements|
|Date Deposited:||08 Feb 2012 12:37|
|Last Modified:||23 Sep 2013 19:04|
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