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The relationship between in-store marketing and observed sales for organic versus fair trade products

机译：店内营销与有机产品和公平贸易产品的观察销售额之间的关系

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To stimulate sales of sustainable products, such as organic and fair trade products, retailers need to know whether their in-store instruments effectively enhance market shares. This study uses sales data and a multilevel modeling approach to explain the market shares of sustainable products according to shelf layout factors, price level, price promotions, and consumer demographics. It argues that the effect of these variables differs between organic versus fair trade products, as buying motives might differ, organic buyers tend to be more loyal, and price is a more informative signal of quality for organic products. Results show that the number of facings has a positive relationship with the market share of fair trade brands, but not with the market share of organic brands. The same holds for the price difference with the leading brand, which is important for fair trade brands but not for organic brands. In contrast, an arrangement of the product category by brand is associated with higher market share for organic brands but not for fair trade brands. Additionally, placement at eye level and clustering of items benefits both types of sustainable brands, whereas they appear to be not very sensitive to price promotions. Finally, higher sales of sustainable products are found in areas where the customer base is older and has a higher education level.
机译：为了刺激有机和公平贸易产品等可持续产品的销售，零售商需要了解其店内工具是否有效地提高了市场份额。这项研究使用销售数据和多层次建模方法，根据货架布局因素，价格水平，价格促销和消费者人口统计信息来解释可持续产品的市场份额。它认为有机和公平贸易产品之间这些变量的影响是不同的，因为购买动机可能有所不同，有机购买者往往更忠诚，而价格则是有机产品质量的更多信息。结果表明，饰面数量与公平贸易品牌的市场份额呈正相关，而与有机品牌的市场份额无正相关。与领先品牌的价格差异也是如此，这对公平贸易品牌很重要，但对有机品牌却不重要。相反，按品牌划分的产品类别安排与有机品牌的较高市场份额相关联，而与公平贸易品牌则不相关。此外，在视线水平上放置物品和将物品聚类对两种可持续品牌都有利，而它们似乎对价格促销不太敏感。最后，在客户群年龄较大且受教育程度较高的地区，发现可持续产品的销量更高。

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