{"id":{"repo_id":"unsw","oai_identifier":"oai:unsworks.library.unsw.edu.au:1959.4/60410"},"canonical_url":"https://search.dev.ndltd.org/etd/unsw/oai:unsworks.library.unsw.edu.au:1959.4/60410","repository":{"repo_id":"unsw","name":"University of New South Wales","base_url":"https://unsworks.unsw.edu.au/oai/provider"},"display":{"title":"Distribution and market share for different dimensions of product assortment","abstract":"Practitioners and analysts widely consider distribution to be a critical element in marketing management. A customer can access a specific product only if it is available at a retailer. Apart from acting as a gatekeeper between a manufacturer and end-users, distribution and in-store availability significantly affect consumers’ choice decisions, manufacturers’ market share outcomes, and retailers’ assortment decisions. To better understand the role of distribution and in-store availability from both demand and supply perspectives, the objective of this thesis is to address three research questions: How, given consumer preferences and shopping patterns across multiple stores and different levels of in-store product assortments, does the realised availability of products to consumers affect manufacturers’ market share outcomes? What is the dynamic relationship between distribution coverage and market share for FMCGs (fast-moving consumer goods) at the SKU (stock keeping unit) level? How does the branded variants strategy used by a FMCG manufacturer affect retailers’ stocking decisions and the corresponding distribution coverage in the market and the typical depth of assortment a retailer stocks for a given brand? This thesis uses different methods in addressing three research questions with a dataset from Information Resources Inc. (IRI). The first essay combines a macro model of multibrand choice with a realised heterogeneous store choice-based availability model. The second essay examines an empirical generalisation with a structural vector autoregression model to capture the effects on distribution and market share of both baseline assortments and historical market performance. The third essay uses a game theoretic model to reveal the optimal degree for a branded variants strategy and then empirically tests a moderated mediation model. This work contributes to existing knowledge by improving the choice model approach used to understand the relationship between distribution and market share with a refined measure of distribution to account for purchase occasion-specific availability across different retailers; by generalising the shapes of the longitudinal effect of distribution on market share at the SKU level across several contexts; and finally by demonstrating the optimal degree for a branded variants strategy in a retail duopoly scenario and empirically testing retailers’ stocking and assortment responses to this strategy.","abstract_html":"Practitioners and analysts widely consider distribution to be a critical element in marketing management. A customer can access a specific product only if it is available at a retailer. Apart from acting as a gatekeeper between a manufacturer and end-users, distribution and in-store availability significantly affect consumers’ choice decisions, manufacturers’ market share outcomes, and retailers’ assortment decisions. To better understand the role of distribution and in-store availability from both demand and supply perspectives, the objective of this thesis is to address three research questions: How, given consumer preferences and shopping patterns across multiple stores and different levels of in-store product assortments, does the realised availability of products to consumers affect manufacturers’ market share outcomes? What is the dynamic relationship between distribution coverage and market share for FMCGs (fast-moving consumer goods) at the SKU (stock keeping unit) level? How does the branded variants strategy used by a FMCG manufacturer affect retailers’ stocking decisions and the corresponding distribution coverage in the market and the typical depth of assortment a retailer stocks for a given brand? This thesis uses different methods in addressing three research questions with a dataset from Information Resources Inc. (IRI). The first essay combines a macro model of multibrand choice with a realised heterogeneous store choice-based availability model. The second essay examines an empirical generalisation with a structural vector autoregression model to capture the effects on distribution and market share of both baseline assortments and historical market performance. The third essay uses a game theoretic model to reveal the optimal degree for a branded variants strategy and then empirically tests a moderated mediation model. This work contributes to existing knowledge by improving the choice model approach used to understand the relationship between distribution and market share with a refined measure of distribution to account for purchase occasion-specific availability across different retailers; by generalising the shapes of the longitudinal effect of distribution on market share at the SKU level across several contexts; and finally by demonstrating the optimal degree for a branded variants strategy in a retail duopoly scenario and empirically testing retailers’ stocking and assortment responses to this strategy.","abstract_has_math":false,"creators":["Shen, Yutian"],"institution":"UNSW, Sydney","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018","date_published":"2018","updated_at":"2026-07-24T05:34:32Z","subjects":[],"languages":["EN"],"rights":["open access","CC BY-NC-ND 3.0","free_to_read"],"rights_urls":["https://purl.org/coar/access_right/c_abf2","https://creativecommons.org/licenses/by-nc-nd/3.0/au/"],"identifier_entries":[{"key":"dc:identifier","label":"Identifier","values":["https://doi.org/10.26190/unsworks/3522"],"render_values":[{"text":"https://doi.org/10.26190/unsworks/3522","href":"https://doi.org/10.26190/unsworks/3522","code":true}]}]},"links":{"outbound_url":"http://hdl.handle.net/1959.4/60410","outbound_label":"Handle","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Shen, Yutian"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2018"]},{"key":"dc:publisher","label":"Institution","values":["UNSW, Sydney"]},{"key":"dc:type","label":"Dc Type","values":["doctoral thesis","http://purl.org/coar/resource_type/c_db06"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["EN"]},{"key":"dc:rights","label":"Dc Rights","values":["open access","https://purl.org/coar/access_right/c_abf2","CC BY-NC-ND 3.0","https://creativecommons.org/licenses/by-nc-nd/3.0/au/","free_to_read"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["http://hdl.handle.net/1959.4/60410","https://unsworks.unsw.edu.au/bitstreams/b9702b44-2d05-4cf1-a2e6-da7e61d2c61d/download","https://doi.org/10.26190/unsworks/3522"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description","label":"Description","values":["Practitioners and analysts widely consider distribution to be a critical element in marketing management. A customer can access a specific product only if it is available at a retailer. Apart from acting as a gatekeeper between a manufacturer and end-users, distribution and in-store availability significantly affect consumers’ choice decisions, manufacturers’ market share outcomes, and retailers’ assortment decisions. To better understand the role of distribution and in-store availability from both demand and supply perspectives, the objective of this thesis is to address three research questions: How, given consumer preferences and shopping patterns across multiple stores and different levels of in-store product assortments, does the realised availability of products to consumers affect manufacturers’ market share outcomes? What is the dynamic relationship between distribution coverage and market share for FMCGs (fast-moving consumer goods) at the SKU (stock keeping unit) level? How does the branded variants strategy used by a FMCG manufacturer affect retailers’ stocking decisions and the corresponding distribution coverage in the market and the typical depth of assortment a retailer stocks for a given brand? This thesis uses different methods in addressing three research questions with a dataset from Information Resources Inc. (IRI). The first essay combines a macro model of multibrand choice with a realised heterogeneous store choice-based availability model. The second essay examines an empirical generalisation with a structural vector autoregression model to capture the effects on distribution and market share of both baseline assortments and historical market performance. The third essay uses a game theoretic model to reveal the optimal degree for a branded variants strategy and then empirically tests a moderated mediation model. This work contributes to existing knowledge by improving the choice model approach used to understand the relationship between distribution and market share with a refined measure of distribution to account for purchase occasion-specific availability across different retailers; by generalising the shapes of the longitudinal effect of distribution on market share at the SKU level across several contexts; and finally by demonstrating the optimal degree for a branded variants strategy in a retail duopoly scenario and empirically testing retailers’ stocking and assortment responses to this strategy."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Distribution and market share for different dimensions of product assortment"]}]}],"canonical_facts":{"dc:creator":["Shen, Yutian"],"dc:date":["2018"],"dc:description":["Practitioners and analysts widely consider distribution to be a critical element in marketing management. A customer can access a specific product only if it is available at a retailer. Apart from acting as a gatekeeper between a manufacturer and end-users, distribution and in-store availability significantly affect consumers’ choice decisions, manufacturers’ market share outcomes, and retailers’ assortment decisions. To better understand the role of distribution and in-store availability from both demand and supply perspectives, the objective of this thesis is to address three research questions: How, given consumer preferences and shopping patterns across multiple stores and different levels of in-store product assortments, does the realised availability of products to consumers affect manufacturers’ market share outcomes? What is the dynamic relationship between distribution coverage and market share for FMCGs (fast-moving consumer goods) at the SKU (stock keeping unit) level? How does the branded variants strategy used by a FMCG manufacturer affect retailers’ stocking decisions and the corresponding distribution coverage in the market and the typical depth of assortment a retailer stocks for a given brand? This thesis uses different methods in addressing three research questions with a dataset from Information Resources Inc. (IRI). The first essay combines a macro model of multibrand choice with a realised heterogeneous store choice-based availability model. The second essay examines an empirical generalisation with a structural vector autoregression model to capture the effects on distribution and market share of both baseline assortments and historical market performance. The third essay uses a game theoretic model to reveal the optimal degree for a branded variants strategy and then empirically tests a moderated mediation model. This work contributes to existing knowledge by improving the choice model approach used to understand the relationship between distribution and market share with a refined measure of distribution to account for purchase occasion-specific availability across different retailers; by generalising the shapes of the longitudinal effect of distribution on market share at the SKU level across several contexts; and finally by demonstrating the optimal degree for a branded variants strategy in a retail duopoly scenario and empirically testing retailers’ stocking and assortment responses to this strategy."],"dc:format":["application/pdf"],"dc:identifier":["http://hdl.handle.net/1959.4/60410","https://unsworks.unsw.edu.au/bitstreams/b9702b44-2d05-4cf1-a2e6-da7e61d2c61d/download","https://doi.org/10.26190/unsworks/3522"],"dc:language":["EN"],"dc:publisher":["UNSW, Sydney"],"dc:rights":["open access","https://purl.org/coar/access_right/c_abf2","CC BY-NC-ND 3.0","https://creativecommons.org/licenses/by-nc-nd/3.0/au/","free_to_read"],"dc:title":["Distribution and market share for different dimensions of product assortment"],"dc:type":["doctoral thesis","http://purl.org/coar/resource_type/c_db06"]},"updated_at":"2026-07-24T05:34:32Z"}