Shelf space management of private labels: a case study in Spanish retailing

While considerable academic attention has been devoted to the subject of shelf space allocation, there is little research which specifically focuses on the influence of store brand in shelf space management. This study is concerned with the space that national and private labels occupy in the shelves of stores. We aim at explaining this issue through a case study using a primary source of information: direct shelf observation. This exploratory research allows us to conclude that the space allocated to private labels is clearly larger than that assigned to the whole of brands on average. Other aspects are also analysed, such as assortment, prices and promotions, in order to establish their relationship with shelf space management.