ISSN:
1572-9893
Source:
Springer Online Journal Archives 1860-2000
Topics:
Geography
Notes:
Summary This case in marketing geography demonstrates the fragility of a retail food market at equilibrium. An innovative change in merchandising, executed with substantial speed succeeded in creating a desired peturbation of the market equilibrium, but resulted in an unsought and unexpected conclusion. The data produced in this research study demonstrate clearly the redistribution of sales and share of market, focusing on key census tracts for each of two new format stores (Figs 2 through 4), as well as total sales performance (Fig 1). Stores B and C each showed a truncated V shaped curve with a final point at a proximate index number. The sales and share of market changes were overwhelmingly negative comparing T2 with T1, they were equally skewed toward strong increases comparing T3 with T2. However, the overall effect with one exception (in both trading areas) was negative comparing T3 with T1. This experiment in merchandising strategy was short-lived, providing only a brief opportunity for longitudinal study. The best, most useful data have been presented, providing a geographic descriptive base. There is no statistical explanation focusing on other geographic distributions. Consequently, explanation of these events lies with the general lack of acceptance of the innovation after initial success. This lack of acceptance was obvious irrespective of age, sex, race, income or proximity to the subject stores.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1007/BF00174492
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