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| Tekijä: | Gupta, A. Mittal, S. |
| Otsikko: | Measuring retail productivity of food & grocery retail outlets using the DEA technique |
| Lehti: | Journal of Strategic Marketing
2010 : JUL, VOL. 18:4, p. 277-289 |
| Asiasana: | India retailing food grocery trade productivity measurement data envelopment analysis |
| Kieli: | eng |
| Tiivistelmä: | This paper explores the productivity measurement aspects of the Indian grocery retail sector aiming to measure the productivity of retail outlets with specific reference to Delhi and National Capital Region (NCR). Productivity is the ratio of output and input. The input and output variables were discussed with the retailers. Six input variables are selected, that is: total square feet area of the store, total number of Stock Keeping Units, number of point of sales machines, labour cost/wages of employees, number of employees, and working hours of the employees. The two output variables are: sales and customer conversion ratio. Using Data Envelopment Analysis (DEA) for measuring the efficiency of 43 retail outlet firms, it is found that 16 out of the 43 firms are efficient units, meaning the ones optimally utilising their input for the generation of the output. This will help the retailers to improve after benchmarking with the efficient retail firms. |
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