Estimating the Effect of Variety on Sales

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Abstract
The short-term relationship between the sales of consumer durables by a chain of retail outlets and the amount of variety is determined by two different methods. One method uses the sales lost because of non-availability and the other uses sales assistants' subjective estimates of the probability of selling purchasers an alternative brand if the one bought was unavailable. The two techniques are compared and the implications of the results for inventory policies are indicated.

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