Fast moving luxury goods: Positioning strategies for Scotch whisky in Thai department stores

Rujirutana Mandhachitara, Larry Lockshin

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)312-319
Number of pages8
JournalInternational Journal of Retail & Distribution Management
Volume32
Issue number6
DOIs
StatePublished - Jun 1 2004

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

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