| dc.description.abstract | This thesis explores the strategic implications of co-locating Vinmonopolet stores with Meny supermarkets in Norwegian shopping centers. Using a Difference-in-Differences approach with fixed effects, the research investigates whether the presence of Vinmonopolet, a state-owned alcohol retailer, affects the sales performance of nearby Meny stores, a subsidiary of NorgesGruppen. Data spanning from 2014 to 2023 provided a robust sample for analysing trends in consumer behaviour and sales outcomes.
The study’s findings reveal nuanced insights into retail co-location dynamics. While the presence of Vinmonopolet does not consistently enhance Meny’s overall sales performance, it does influence sales in specific product categories. Notably, increases were observed in alcohol and tobacco sales, which are directly complementary to Vinmonopolet’s offerings. Interestingly, categories such as fresh fish, and fruit and vegetables also showed gains, suggesting a potential shift in consumer preferences towards healthier options in the presence of Vinmonopolet.
These results contribute to a deeper understanding of the strategic benefits and limitations of retail co-location, emphasising the importance of context-specific factors in shaping consumer purchasing patterns. Despite the limitations, such as reliance on sales data without direct consumer behaviour measures, this thesis provides valuable insights for retail strategists and highlights areas for further research, particularly in broadening the analysis across more diverse product categories and different times of operation. | |
