The Influences of Country-of-Ongin Retail Display and Product Attributes on Unit Sales

摘要

The research presented addresses the following issues:(1)How does a retailer's choice of product characteristics for display organization influence product sales?(2)Is COO an effective sales increasing attribute for product displays? Using wine as a context, a field experiment was conducted in a retail store located in the southwest United States.The experiment manipulated the country-of-origin display.General linear models program was utilized to analyze the moderating effect of display category on the relationship of brand and flavor on unit sales.