Range and assortment policy of Moscow retail chain stores in the “Low-Alcohol Drinks” category

Abstract

The article presents the results of the study of the trade assortment of the product category “Low- Alcohol Drinks” in the stores of three retail chains in Moscow. It has been determined that the range of low-alcohol drinks in the examined stores of the Auchan, Lenta, and Perekrestok retail chains is characterized as extensive. It has been established that the basic depth of the assortment is 79 local trademarks. No signifi cant diff erences between the assortment indicators in the various surveyed stores have been found. The rationality coeffi cient in all stores is high and approximately the same. The structure of the product range is dominated by local trademarks of low-alcohol carbonated drinks and fruit-based beverages. The branded assortment of low-alcohol drinks is represented by 34 trademarks, mainly domestically produced (31 TMs), with only 3 imported TMs, including 2 brands from Belarus and 1 TM of apple cider from the UK. It has been established that the main directions of the assortment policy of all examined stores are the deepening and updating of the assortment of the product category “Low-Alcohol Drinks”.