Kelemen-Erdős Anikó – Mitev Ariel – Szakály Zoltán (2023): Választékcsökkentési döntések a napicikk kiskereskedelemben. In: Révész Balázs – Gyulai Zsófia (eds.): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023 pp. 169–169.

Authors

• Anikó, Kelemen-Erdős. Budapesti Műszaki és Gazdaságtudományi Egyetem.
• Ariel, Mitev. Budapesti Corvinus Egyetem.
• Zoltán, Szakály. Debreceni Egyetem.

Abstract

Assortment Reduction Decisions in Fast Moving Consumer Goods Retailing

The competitiveness of fast-moving consumer goods retailers is determined by competitive differentiation and efficiency, of which assortment optimization can be one of the essential tools. However, assortment planning and delisting are also influenced by the manufacturer-retailer relationship. The main objective of the research is to identify the main drivers of assortment reduction.
The study analyses the manufacturer-retailer relationship based on transaction cost theory, particularly bounded reliability and opportunism. In this context, it examines the main drivers of assortment reduction, based on personal survey with managers and owners of 215 international, regional, and local fast-moving consumer goods retailers operating in Hungary. The results are analyzed by the partial least squares structural equation modeling (PLS-SEM).
The results indicate that limited reliability contributes to the delisting decisions because these often lead to the absence of marketing support, high supplier prices, logistical problems, and through these, low retail margins.

assortment optimization manufacturer-retailer relationships delisting bounded reliability opportunism

Language

hungarian

Details of publishing collection

Révész Balázs – Gyulai Zsófia (eds.) (2023): Reziliens Marketing - Válaszok változó kihívásokra. Szegedi Tudományegyetem Gazdaságtudományi Kar: Szeged. ISBN: 978-963-306-960-8 DOI:10.62561/EMOK-2023

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