This paper critically evaluates the proposed structure and contents of a frequently discussed Category Management (CM) model in the Efficient Consumer Response (ECR) context. Based on this we present an extensive empirical study where the data from a survey of 202 household representatives
are merged with their actual purchasing data taken from a consumer purchase panel (>30,000 purchase observations). The results from an exploratory factor analysis and subsequent multiple regression analyses show that the investigated CM model needs to be amended by personnel and point-of-sale
aspects as they affect Consumer Value significantly. The investigated differences between the drivers of Consumers' Value call for including both survey and consumer purchase data and consequently incorporating attitudinal and behavioural aspects into Category Management.