An indication of whether the retailer or the manufacturer controls shelf space and entry into retail establishments can come from observing the change in the mix of advertising, consumer promotion, and trade incentives. Twenty years ago, it was one way. Today, that percentage breakdown is, respectively:

Question

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The correct distribution indicating the shift towards more control by retailers or manufacturers over shelf space and entry into retail establishments is 25% advertising, 25% consumer promotion, and 50% trade incentives. This reflects a significant increase in trade incentives, suggesting that retailers have gained more control, as manufacturers invest more in incentives directed at retailers to secure shelf space and entry into retail establishments.

An Indication of Whether the Retailer or the Manufacturer Controls