The Drivers of Consumer Value in the ECR Category Management Model

Citation

Holweg C, Schnedlitz P & Teller C (2009) The Drivers of Consumer Value in the ECR Category Management Model. International Review of Retail, Distribution and Consumer Research, 19 (3), pp. 199-218. https://doi.org/10.1080/09593960903233640

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 (430,000 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
Efficient Consumer Response; Category Management; Consumer Value; consumer purchase panel; retail stores; grocery; Retail trade Management.; Consumers; Consumption (Economics)

Journal
International Review of Retail, Distribution and Consumer Research: Volume 19, Issue 3