Marcas de distribuidor: análisis del espacio en el lineal por categorías y enseñas

Abstract

This paper analyses if the shelf space occupied by store brands in the points of sale is excessive confi rming the national brands manufacturers' opinions. Data were collected from 40 product categories in 55 retail stores. We draw conclusions about the existence of differences among product categories and chains. We also observe if the distribution companies hare arrived a maximum shelf space point and if the space occupied by their brands has a correspondence with their market share. The results allow us to understand retailers' behaviour in their outlets. We point out some marketing actions that retailers and manufacturers could follow in order to get a better management of their own brands.