TY - GEN N1 - Informatyka Ekonomiczna = Business Informatics, 2021, Nr 1 (59), s. 34-59 N2 - Visual merchandising is assumed to be the main component of retailing; the significance of it is highlighted by academics and practitioners. This research focused on the in-store merchandising strategy of product allocations and describes the relations between such tactics and customers’ perception of store layout, traffic direction, brand awareness, and the appropriate assigning of products to shelf levels, based on their brand as well as price. For retailers, this study provides an overview of incorporating different merchandising tactics into a shelf space allocation model which is applicable at stores selling branded and popular 35fast-moving products. The authors carefully adapted the product allocation approach on the planogram, as well as the way in which products could be placed on different shelf levels. This model satisfies the retailers’ goals and may have a significant effect on sales. Thus, the study provides essential insights into the influence of other products, such as complementary, substitutable and clustered ones, in the assortment range L1 - http://www.dbc.wroc.pl/Content/111291/Czerniachowska_Subbotin_Merchandising_rules_for_shelf_space_allocation_with_product.pdf M3 - artykuł L2 - http://www.dbc.wroc.pl/Content/111291 PY - 2021 KW - retailing KW - decision making KW - merchandising KW - shelf levels KW - Brand awareness KW - sprzedaż detaliczna KW - proces decyzyjny KW - miejsca na półkach KW - świadomość marki C1 - Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy A1 - Czerniachowska, Kateryna A1 - Subbotin, Sergey PB - Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu C6 - Dla wszystkich zgodnie z licencją LA - eng CY - Wrocław ID - DOI: 10.15611/ie.2021.1.02 T1 - Merchandising rules for shelf space allocation with product categorization and vertical positioning UR - http://www.dbc.wroc.pl/dlibra/publication/edition/111291 T2 - Zasady przydzielania produktom miejsca na półkach sklepowych z uwzględnieniem kategoryzacji produktów i pozycjonowania pionowego ER -