Efeito da configuração do planograma na rentabilidade do linear

: aplicação a medicamentos não sujeitos a receita médica em farmácia comunitária

Abstract

In a retail environment, the global references incorporated in the set compete for the available display shelf space. The physical limits of those atmospheres compel the ones responsible, to carefully choose which products to display and how that exposure can contribute to increase the profitability of their respective business units. The pharmacy retail scenery in Portugal is currently going through one of the most distressed period of its recent past. At that level, deregulation of the Not Subject to Prescription Medicines (NPM) market, led not only to the liberalization of its sale price, as well as the emergence of new distribution channels, which finally resulted in increased competitive pressure on pharmacies, once exclusive distributors for this product category, forcing their managers to seek alternative sources of income or at least, new ways to optimize those available. Focusing on the community pharmacy in the Portuguese context and particularly, on the NPM category, the aim of this investigation is to evaluate the effects on sales, of the adoption of merchandising policies when planning and implementing the planogram, considering the impulse buying potential of those references. The height of the display shelf and the number of facings were used as merchandising policies descriptors and the data for impulse buying potential of the references, given on the basis of a convenience sampling. Two factorial designs have been developed and tested through a field experiment, in order to determine the influence of these three variables on sales of selected NPM. The data was collected through observation of product purchases by weekly consumer groups in one pharmacy. The results show that NPM appear to be insensitive to changes in shelf space devoted to them, regardless of their impulse buying potential. In terms of level of exposure (height of the display), the effect was inconclusive.

Date of Award	2010
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Dionísio (Supervisor)