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<p>This study investigates the key factors influencing the final stage performance of the dairy supply chain in retail stores, with a specific focus on the Pegah brand. Based on empirical data collected from 5,407 retail outlets across Iran, the research analyzes how store characteristics—specifically the number of dairy refrigerators, dairy shelf area, and brand presence intensity—interactively determine market share. The methodology employs multiple linear regression, after satisfying classical assumptions such as homoscedasticity and non-multicollinearity, alongside K-Means clustering to segment retail behavior. The results reveal that the intensity of Pegah’s presence is the most significant driver of market share by value across all segments, particularly in large, professional outlets. While dairy shelf area plays a critical role in increasing visibility and sales in medium and large-sized stores, its impact is negligible in smaller retail formats. Notably, the number of dairy refrigerators does not significantly impact brand performance alone, suggesting that cooling capacity must be paired with optimized product allocation. These findings underscore the necessity for differentiated market strategies tailored to specific store clusters. Theoretical implications suggest that in-store branding intensity can override physical storage constraints in the perishable food category. The study acknowledges limitations regarding its single-brand focus and recommends future longitudinal research to capture seasonal market dynamics.</p>

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An Analysis of Key Factors Affecting the Final Stage Performance of the Dairy Supply Chain in Retail Stores

  • 期刊论文

  • 发表日期：

    2026年5月18日

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  • Hamid Reza Yazdi,
  • Vali Borimnejad,
  • Mehdi Kazemnejad

摘要

This study investigates the key factors influencing the final stage performance of the dairy supply chain in retail stores, with a specific focus on the Pegah brand. Based on empirical data collected from 5,407 retail outlets across Iran, the research analyzes how store characteristics—specifically the number of dairy refrigerators, dairy shelf area, and brand presence intensity—interactively determine market share. The methodology employs multiple linear regression, after satisfying classical assumptions such as homoscedasticity and non-multicollinearity, alongside K-Means clustering to segment retail behavior. The results reveal that the intensity of Pegah’s presence is the most significant driver of market share by value across all segments, particularly in large, professional outlets. While dairy shelf area plays a critical role in increasing visibility and sales in medium and large-sized stores, its impact is negligible in smaller retail formats. Notably, the number of dairy refrigerators does not significantly impact brand performance alone, suggesting that cooling capacity must be paired with optimized product allocation. These findings underscore the necessity for differentiated market strategies tailored to specific store clusters. Theoretical implications suggest that in-store branding intensity can override physical storage constraints in the perishable food category. The study acknowledges limitations regarding its single-brand focus and recommends future longitudinal research to capture seasonal market dynamics.