TY - JOUR
T1 - Fast moving luxury goods
T2 - Positioning strategies for Scotch whisky in Thai department stores
AU - Mandhachitara, Rujirutana
AU - Lockshin, Larry
PY - 2004/6/1
Y1 - 2004/6/1
N2 - This paper examines the Scotch whisky market in Thai department stores over a two-year period and shows their importance to Thai retailing. The paper then finds that the category behaves as both a fast moving consumer goods market and as a luxury market. Product movement is rapid when compared to other luxury good categories and there is some evidence of discounting. The data, derived from a sample of weekly sales through 25 department stores over two years, show differences in distribution, merchandising, and pricing strategy across different chains. The paper concludes by looking at the potential causes of profit differences across these chains.
AB - This paper examines the Scotch whisky market in Thai department stores over a two-year period and shows their importance to Thai retailing. The paper then finds that the category behaves as both a fast moving consumer goods market and as a luxury market. Product movement is rapid when compared to other luxury good categories and there is some evidence of discounting. The data, derived from a sample of weekly sales through 25 department stores over two years, show differences in distribution, merchandising, and pricing strategy across different chains. The paper concludes by looking at the potential causes of profit differences across these chains.
UR - http://www.scopus.com/inward/record.url?scp=84986156524&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84986156524&partnerID=8YFLogxK
U2 - 10.1108/09590550410538015
DO - 10.1108/09590550410538015
M3 - Article
AN - SCOPUS:84986156524
SN - 0959-0552
VL - 32
SP - 312
EP - 319
JO - International Journal of Retail & Distribution Management
JF - International Journal of Retail & Distribution Management
IS - 6
ER -