Importance of shelf space : is shelf space equally important for the different product categories in grocery store (ICA Alidhem)?

University essay from Umeå universitet/Handelshögskolan vid Umeå universitet (USBE); Umeå universitet/Handelshögskolan vid Umeå universitet (USBE)

Author: Gulraiz Yaqoob; Ammar Avais; [2010]

Keywords: ;

Abstract:

The way consumers choose between different categories of grocery items on display at super markets depends on a number of behavior patterns and factors. The aim of this research was to know how consumer makes the selection in between the different product categories and how premier shelf space affects their decision making process. No doubt, there are so many factors, which can influence the consumer’s decision- making process for grocery shopping. In this research we studied the importance of seven factors on the sale of 12 product categories in ICA Alidhem stores.

A social survey was conducted and 96 filled questionnaires were collected from the different people who were living near to the ICA Alidhem store. Spss tool was used to analyze the data.

Likert scale was used to know the importance of these seven factors for the sale of 12 product categories and through our research we came to know that out of these seven factors, shelf space is the least important factor for 9 product categories studied. This result could be helpful for ICA Alidhem store for defining the planogram and for manufacturers of these 12 product categories as well. On the bases of mean value we defined the priority set and the purpose of this priority set is to know the importance of shelf space for these 12 product categories.

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