The impact of dairy category planogram on retailer’s turnover: An example of products’ placement test of Danone and Pyaterochka in Russia

This thesis explores the impact of planogram design on retail performance, focusing on the dairy category as a case study. The research investigates how product placement and shelf organization influence consumer behavior, brand visibility, and sales outcomes. A mixed-methods approach was applied, combining experimental testing with statistical analysis and behavioral observations to evaluate the effects of redesigned shelf layouts. Findings indicate that structured planogram adjustments can generate measurable improvements in turnover, even if results vary depending on execution and context. The study contributes to both academic understanding and managerial practice by demonstrating the relevance of data-driven merchandising strategies in optimizing category performance. It also provides a framework for further research on how shelf design can shape consumer decisions and enhance retail efficiency