Resumen de tesis. Study of the strategies of merchandising, promotion and private label in retail

Abstract

[EN]It is proposed a deep research in order to contribute to the marketing and retailing literature by providing a theoretical explanation and practical knowledge about merchandiing techniques, promotions and private labels. In fact, we seek to advise retailers and manufacturers about how they can optimize the use of these techniques by taking into account characteristics of the product category or product brand. As main novelty, it is conducted a study on the influence of more used merchandising techniques along the thesis, by analyzing comparatively their effects as Breugelmans and Campo (2011) do for online groceries. The main conclusions are: a) Two products quality dimensions (objective and subjective) moderate the effect of commercial stimuli (merchandising & flyers); b)The effectiveness and temporary effects of different merchandising techniques are distinct to price promotions ones; c) Product category characteristics (hedonic & utilitarian nature) moderate the effectiveness of different merchandising techniques and d)Types of product brand (PLs and NBs) moderate the effectiveness of different merchandising techniques and promotions.