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Article
Share of Wallet in FMCGs Retailing: Proposing
a Conceptual Model
Author(s)
Vincenzo Basile
Full-Text PDF XML 714 Views
DOI:10.17265/1537-1506/2018.02.003
Affiliation(s)
University of Naples Federico II, Naples, Italy
ABSTRACT
Recent years, the Marketing
Science Institute considered marketing performance measurement (MPM) a priority
in marketing research and managerial practice. Several contributions on the same
topic have been proposed in literature. The ability to measure the marketing performance
is considered, a cognitive gap that determined a decrease of marketing relevance
within firm and organizations. Based on relevant literature on retailing and an
explorative case study, it will be proposed a conceptual and pragmatic model to
investigate MPM for a consumer goods retailer. The model is aimed to identify antecedents
of “share of purchase”, “share of wallet”, and “share of visit”. An early test of the model has been
carried out on three Italian leading chains: Superò, a master franchisee of SMA
Spa (owned of 27 small supermarkets under control of the French Auchan Group), Decò-Multicedi
(the Group is a multi-channel company based on network of five Ad Hoc cash & carry
centers, 253 Decò outlets and three Ayoka pet shops) located in Campania Region. “U2” (the
outlets label of Unes Spa, Finiper Group, operating mostly in northern Italy, with
a chain of more than 190 direct and franchise supermarkets).
KEYWORDS
marketing performance measurement, share of visit, share of purchase, share of wallet, marketing metrics and retail industry
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