The drivers of consumer value in the ECR Category Management model

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Abstract:

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.

Keywords: Category Management; Consumer Value; Efficient Consumer Response; consumer purchase panel; grocery; retail stores

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593960903233640

Affiliations: 1: Institute for Retailing and Marketing, Vienna University of Economics and Business, Vienna, Austria 2: Institute for Retail Studies, University of Stirling, Stirling, UK

Publication date: July 1, 2009

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