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Journal cover: International Journal of Retail & Distribution Management

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Online from: 1973

Subject Area: Industry and Public Sector Management

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Atmospherics and retail environments: the case of the “power aisle”


Document Information:
Title:Atmospherics and retail environments: the case of the “power aisle”
Author(s):Peter Smith, (Assistant Professor of Marketing at the Department of Business Administration, University of Wisconsin-Green Bay, Green Bay, Wisconsin, USA), David J. Burns, (Associate Professor of Marketing at Williamson College of Business, Youngstown State University, Youngstown, Ohio, USA)
Citation:Peter Smith, David J. Burns, (1996) "Atmospherics and retail environments: the case of the “power aisle”", International Journal of Retail & Distribution Management, Vol. 24 Iss: 1, pp.7 - 14
Keywords:Consumer behaviour, Marketing strategy, Merchandising, Retail trade
Article type:Research paper
DOI:10.1108/09590559610107076 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Aims to examine the relationship between the merchandising strategies employed in the configuration of a power aisle and consumers’ price perceptions of those products within a warehouse grocery store setting. The results suggest that a power aisle comprising a smaller number of stock-keeping units (SKUs) and a correspondingly greater quantity of each item will convey a lower price image than will a power aisle comprising a greater number of SKUs and a correspondingly smaller quantity of each item. Evidence that the merchandising policies used in the power aisle of a warehouse grocery store have the ability to affect consumers’ perceptions of those prices, therefore, was observed.



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