| Article ID: | iaor20118316 |
| Volume: | 9 |
| Issue: | 4 |
| Start Page Number: | 438 |
| End Page Number: | 457 |
| Publication Date: | Aug 2011 |
| Journal: | International Journal of Logistics Systems and Management |
| Authors: | Helo Petri T, Luomala Harri T |
| Keywords: | retailing, supply & supply chains, optimization, combinatorial optimization, statistics: general, datamining |
Fragmentation of consumer demand and the need to personalise retail offers have led to the need to improve the responsiveness of the entire supply chain. This paper aims to build theory to integrate consumer behaviour data into logistics planning in the food industry. To connect consumer behaviour data with supply chain analysis, a product freshness and price sensitivity related consumer survey was first conducted. The paper demonstrates how the results of the consumer survey can be connected to logistics planning and cost engineering parameters.