We study differences in the effects of prices, non-price promotions, and brand line length on brand shares at different retail formats. Our conceptual framework rests on the presence of trip level fixed and category level variable utility components and shows how the trade-off between these...

Retail sector are developing these days in terms of profits and by increasing number of retail formats. While visiting retail outlets few things were observed. The customers are more interested in buying from organized stores and from big brands. hey are interested to spent time with their...

Indian retail market is booming in India. Various factors are responsible for retail boom in the country. With the rising cost of operation and cross shopping behavior of customers in all the consumer product segments, identifying the correct retail mix has gained importance. The paper examines...

Um das Ziel einer positiven Profilierung einer Betriebstypenmarke mit Hilfe von Eigenmarken des Handels zu erreichen, bedarf es der richtigen Strategie der Anbindung der Handelsmarke an die Betriebstypenmarke. Der vorliegende Beitrag hat aufgezeigt, dass in erster Linie die Branded House sowie...