A Modeling Framework for Category Assortment Planning
The complexity of managing a category assortment has grown tremendously in recent years due to the increased product turnover and proliferation rates in most categories. It is an increasingly difficult task for managers to find an effective assortment due to uncertain consumer preferences and the exponential number of possible assortments. This paper presents an empirically based modeling framework for managers to assess the revenue and lost sales implication of alternative category assortments. Coupled with a local improvement heuristic, the modeling framework generates an alternative category assortment with higher revenue. This framework, which consists of a category-purchase-incidence model and a brand-share model, is calibrated and validated using 60,000 shopping trips and purchase records. Specifically, the purchase-incidence model predicts the probability of an individual customer who purchases (and who does not purchase) from a given product category during a shopping trip. The no-purchase probability enables us to estimate lost sales due to assortment changes in the category. The brand-share model predicts which brand the customer chooses if a purchase incidence occurs in the category. Our brand-share model extends the classical Guadagni and Little model (1983) by utilizing three new brand-width measures that quantify the similarities among products of different brands within the same category. We illustrate how our modeling framework is used to reconfigure the category assortment in eight food categories for five stores in our data set. This reconfiguration exercise shows that a reconfigured category assortment can have a profit improvement of up to 25.1% with 32 products replaced. We also demonstrate how our modeling framework can be used to gauge lost sales due to assortment changes. We find the level of lost sales could range from 0.9% to 10.2% for a period of 26 weeks.
Volume (Year): 3 (2001)
Issue (Month): 3 (January)
|Contact details of provider:|| Postal: 7240 Parkway Drive, Suite 300, Hanover, MD 21076 USA|
Web page: http://www.informs.org/
More information through EDIRC
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.:
- Udo Wagner & Alfred Taudes, 1986. "A Multivariate Polya Model of Brand Choice and Purchase Incidence," Marketing Science, INFORMS, vol. 5(3), pages 219-244.
- Pradeep K. Chintagunta, 1993. "Investigating Purchase Incidence, Brand Choice and Purchase Quantity Decisions of Households," Marketing Science, INFORMS, vol. 12(2), pages 184-208.
- P. K. Kannan & Gordon P. Wright, 1991. "Modeling and Testing Structured Markets: A Nested Logit Approach," Marketing Science, INFORMS, vol. 10(1), pages 58-82.
- Peter M. Guadagni & John D. C. Little, 1983. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 2(3), pages 203-238.
- Marshall L. Fisher & Christopher D. Ittner, 1999. "The Impact of Product Variety on Automobile Assembly Operations: Empirical Evidence and Simulation Analysis," Management Science, INFORMS, vol. 45(6), pages 771-786, June.
- Gérard P. Cachon & Marshall Fisher, 2000. "Supply Chain Inventory Management and the Value of Shared Information," Management Science, INFORMS, vol. 46(8), pages 1032-1048, August.
- Jeongwen Chiang, 1991. "A Simultaneous Approach to the Whether, What and How Much to Buy Questions," Marketing Science, INFORMS, vol. 10(4), pages 297-315.
- Hau L. Lee & Kut C. So & Christopher S. Tang, 2000. "The Value of Information Sharing in a Two-Level Supply Chain," Management Science, INFORMS, vol. 46(5), pages 626-643, May.
- McAlister, Leigh, 1982. " A Dynamic Attribute Satiation Model of Variety-Seeking Behavior," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 141-50, September.
- Moore, William L. & Lehmann, Donald R. & Pessemier, Edgar A., 1986. "Hierarchical representations of market structures and choice processes through preference trees," Journal of Business Research, Elsevier, vol. 14(5), pages 371-386, October.
When requesting a correction, please mention this item's handle: RePEc:inm:ormsom:v:3:y:2001:i:3:p:191-210. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc)
If references are entirely missing, you can add them using this form.