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Planning of the cow milk assortment for large retail chains in North Italy: A comparison of two metropolitan cities

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  • Merlino, Valentina Maria
  • Mastromonaco, Giulia
  • Borra, Danielle
  • Blanc, Simone
  • Brun, Filippo
  • Massaglia, Stefano

Abstract

This research has assessed what large retail chains actually do, in terms of assortment depth and size of conventional cow milk, by comparing different retail formats and two metropolitan cities (Milan and Turin). The differences in the composition of the assortment were determined considering the milk categories according to their brand, origin, packaging, fat content and price. The differences in association between the milk categories and the retail formats were also analyzed. The results show differences in wide and deep of milk offer between the two areas and that retailers develop a composition offer that is not fully in agreement with the local preferences.

Suggested Citation

  • Merlino, Valentina Maria & Mastromonaco, Giulia & Borra, Danielle & Blanc, Simone & Brun, Filippo & Massaglia, Stefano, 2021. "Planning of the cow milk assortment for large retail chains in North Italy: A comparison of two metropolitan cities," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314144
    DOI: 10.1016/j.jretconser.2020.102406
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    1. Seyed Jafar Sajadi & Ali Ahmadi, 2022. "An integrated optimization model and metaheuristics for assortment planning, shelf space allocation, and inventory management of perishable products: A real application," PLOS ONE, Public Library of Science, vol. 17(3), pages 1-30, March.
    2. Valentina Maria Merlino & Stefano Massaglia & Simone Blanc & Filippo Brun & Danielle Borra, 2022. "Differences between Italian specialty milk in large-scale retailing distribution," Economia agro-alimentare, FrancoAngeli Editore, vol. 24(2), pages 1-28.
    3. Merlino, Valentina Maria & Massaglia, Stefano & Blanc, Simone & Brun, Filippo & Borra, Danielle, 2022. "Differences between Italian specialty milk in large-scale retailing distribution," Economia agro-alimentare / Food Economy, Italian Society of Agri-food Economics/Società Italiana di Economia Agro-Alimentare (SIEA), vol. 24(2), September.

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