Factors Involved in Retailer’s Decision to Allocate Shelf Space to Private and National Brand and its Impact on Sales

Shelf space is a very important asset of the retailer. Shelf space is used by retailers for multiple purpose e.g. placing products, enhancing displays, visibility, making comparison easy among the products etc. Shelf space allocation decision to private & national brands is largely influenced by multiple factors. This paper helps to understand the retailer’s factors decision of shelf allocation to private and national brands and its impact on sales. This paper also identified that image building and private label shelf space majorly contributing which bargaining power is least contributing factor. Further, image building of each selected city is different from each other. Bargaining power is also not same in all cities.