La Gestione Dello Scaffale Oli Nella Moderna Distribuzione: Le Potenzialita’ Del Visual Marketing Per Il Posizionamento A Scaffale
[The management of oil shelf in modern distribution: the potentialities of "visual marketing" in the shelf placement]
AbstractThe process of product selection in the large retail stores is increasingly influenced by food merchandising techniques (Stocchetti and Volpato, 2002).. In this context, the products positioning on the shelves is as strategic and critical variable, both for manufacturers and for the distribution companies (Pellegrini, 1997). The construction of planograms thus becomes the main marketing activity of the sale point and the principles that underlie it are all geared to increasing visibility of product categories. These decisions affect the contractual parameters that bind the manufacturer with the distribution companies (Marchini et al., 2009). Some lines of operating marketing research based on in the neuroscience field discoveries give interesting results in applications to define the behavior of the consumer and the critical variables of purchase. The result of empirical analysis is to identify the planogram that maximizes the consumer's attention and then the visibility of each product in the competitive arena. The approach of emotional marketing develops new empirical models for the study of consumer choices. Thanks to these new techniques it is possible to simulate the behavior of a generic consumer in the store with obvious advantages in terms of competitive positioning strategies (De Luca and Vianelli, 2001).. This work, by developing a empirical prototype, based on the visual marketing approach, examine the extra virgin olive oil shelf of distribution company. The results show that positioning strategies are confirmed by the graphical maps resulting from administration of the test to a sample of consumers. In addition, important startegic considerations are derived on the basis of case study.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 40640.
Date of creation: 2012
Date of revision:
olive oil Modern Distribution Visual Marketing;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- D30 - Microeconomics - - Distribution - - - General
- A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
This paper has been announced in the following NEP Reports:
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Pampanini, Rossella & Marchini, Andrea & Diotallevi, Francesco, 2010. "A quantitative analysis of olive oil market in Italy," MPRA Paper 40638, University Library of Munich, Germany.
- Andrea Marchini & Francesco Diotallevi & Linda Fioriti, 2010. "L’analisi delle interdipendenze competitive attraverso la "Social Network Analysis": il caso studio dell’olio extravergine d’oliva," ECONOMIA AGRO-ALIMENTARE, FrancoAngeli Editore, vol. 12(3), pages 7-25.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ekkehart Schlicht).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.