Shelf Placement Research Articles

Barriers to condom purchasing: Effects of product positioning on reactions to condoms

Correct and consistent condom use has been promoted as a method to prevent sexually transmitted infections including HIV. Yet research has repeatedly shown that people fail to use condoms consistently. One influence on the pervasive lack of condom use that has received relatively little attention is the context in which consumers are exposed to condoms (i.e., how condoms are displayed in retail settings). In this paper we present two studies explored variations in condom shelf placement and its effects on people's condom attitudes and acquisition. Study 1 explored the shelf placement of condoms in 59 retail outlets in Connecticut, USA and found that condoms were typically located in areas of high visibility (e.g., next to the pharmacy counter) and on shelves adjacent to feminine hygiene and disease treatment products. In Study 2, 120 heterosexual undergraduate students at the University of Connecticut were randomly assigned to evaluate condoms adjacent to sensual, positive, neutral, or negative products and found that overall men reported more positive attitudes and acquired more condoms when exposed to condoms in a sensual context compared to women in the same condition. Among women, condom attitudes were more positive in the context of neutral products; condom acquisition was strongest for women exposed to condoms in the positive aisles. These results suggest a gender-specific approach to condom promotion. Implications of these studies for HIV prevention, public health, and condom marketing strategies are discussed.

The Strategic Positioning of Store Brands in Retailer–Manufacturer Negotiations

Store brands are the only brands for which the retailer is responsible not onlyfor promotion, shelf placement, and pricing, but also for positioning the brandin product space. We argue that retailers strongly value control over store brandpositioning because they will be unable to source a national brand with theirdesired product positioning. This is because retailers have an incentive to positionstore brands as close substitutes to leading national brands – a location in productspace which other national brand manufacturers would not find profitable. We presentempirical evidence that is consistent with the results of our model.

OTC cold, cough and allergy products: more choice or more confusion?

Cold and allergy remedies are one of the most confusing markets to consumers. There are several reasons why there is confusion among consumers when forced to select a cough/cold/allergy product. This paper examines the over-the-counter cold/cough/allergy products market specifically with respect to: (1) What are the common pharmaceutical active ingredients in cold/cough/allergy products? (2) What percentage of products are single ingredient, two ingredient, three ingredient or more? (3) What are the common combinations of pharmaceutical ingredients present in cold/cough/allergy products? The answers to the above questions could help health professionals such as pharmacists in rendering services such as counseling consumers when approached with questions about cold/cough/allergy products. The results could also help retailers in developing better shelf placement and positioning of cold/cough/allergy products.