Research project P3/53 (Research action P3)
OBJECTIVES.
Marketing, merchandising and retailing of product/service as- sortments through distribution channels.
THEME.
Networks linking the economic units interacting within vertical market structures : rationality motivating the intermediaries regulating the movement of goods and services and the parallel flows of transactions and informations. Overall retail outlet management effictiveness and profitability; assortment composition; available store space allocation and product display; pricing; profit-margin and promotional policies; etc. Buyers' behaviour and reactions during their shopping trips as a result of their perceptions, preferences and choices.
