| المستخلص: |
The aim of the current study is to investigate the preference of shelf space positions, with regard to two orientations (Vertical and Horizontal), as well as, investigating, the effect of shelf space position on the inferences of Brand's price and quality. This is tackled from the perspective of three groups of respondents (operations & commercial department manager, customer and store managers) Furthermore this study examines the differences among these groups with regard to the preferences of shelf space positions, as well as the meaning of different shelf space position (Vertical and Horizontal) with regard to the Brand’s price and quality. A pilot study was conducted to collect information about the Coop & Almkhazen stores related to the company’s store’s number, items, sales and customers basket, as well as the manager’s perception of planograms, the process of developing planograms and the information required to develop them. The results of the pilot study indicate that the operations & The commercial department managers are responsible for developing and producing planograms. The company purchased two software called SHELFLOGIC to help planogramers produce planograms for the 38 stores, so that the empirical study was applied on the Coop & Almkhazen stores. Based on the pilot study and the literature review the researcher developed a questionnaire, filled by 384 of the coop customers, 41 operations & commercial department managers and 51 store managers. The results of the ANOVA test regarding Horizontal orientation indicate that the three groups of respondents prefer Top positions over Central and Bottom positions, with no significant differences among them with this regard, furthermore the results indicate that the perceived price means reduced as brand positions moved from Top to Bottom, with no significant differences among them with this regards. Also perceived quality tracked those of price perception for store managers, but not for customers and operations and commercial department managers, these two groups believe that the brands that are placed on Central positions are of higher quality than those which are placed on Top and Bottom positions. For Horizontal orientation, the three groups of respondents prefers right positions, over Central and left positions with no significant differences among them with this regard, the results also indicate that the brand price means reducing from right to left for customers and store managers, but for operations & commercial department managers the highest price mean is for Central position. The results also indicate that brands perceived quality means are reduced from right to left for store managers, the center of the array has the highest means for customers and operations &commercial department managers. Finally, the results indicate that the effect of shelf space position on brand preference varies according to the brand in the product category. Recommendation for the Coop & Almakhazen stores and other similar retail chains and future research directions are also presented.
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