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The Retailers' Merchandise Mix Planning and the Process of Category Management

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  • TANASE, George Cosmin

Abstract

Retail merchandising is the process used in order to conduct retail sales. As part of the process, the merchandiser pays close attention to the types of products offered for sale, how to best present those products to consumers, and determining what is a reasonable retail price for each unit sold. The product assortment is the core of the retailing service. A retailers total product offering is called a merchandise mix or product range. At a strategic level, merchandise management includes the process of selecting the right items for a store and, at an operational level, ensuring that they are available when customers want to purchase them. Items in the assortment are organised into groups, the so called categories. Merchandise planning encompasses selecting the right categories and the items within them. The selection of the appropriate items for a store refers to the breadth and depth of the assortment, quality levels and the brand portfolio.

Suggested Citation

  • TANASE, George Cosmin, 2011. "The Retailers' Merchandise Mix Planning and the Process of Category Management," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 2(2), pages 55-61, June.
  • Handle: RePEc:rdc:journl:v:2:y:2011:i:2:p:55-61
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    File URL: http://crd-aida.ro/RePEc/rdc/v2i2/6.pdf
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    References listed on IDEAS

    as
    1. Sanjay K. Dhar & Stephen J. Hoch, 1997. "Why Store Brand Penetration Varies by Retailer," Marketing Science, INFORMS, pages 208-227.
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    More about this item

    Keywords

    Merchandise Mix; Category Management; Branding Strategy; Consumer Behaviour;

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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