Research on The Influence of The Assortment Composition on Consumer’s Choice

Authors:

Pages: 61-67

Abstract:

Modern retailers employ strategic economic instruments to determine the offered assortment composition. An important decision they make involves choosing the number of items that make up the range. This choice largely determines the position taken in the retail market. The main purpose of this research is to define and interpret basic theoretical, methodological and empirical statements about the manifesting influence of the retailer-formed assortment composition on consumer choice. Research attention is provoked by the crucial role of the variety of merchandise offered by retailers to increase the attractiveness of the points of sale and increase consumer satisfaction.

Keywords:

assortment, assortment composition, retailers, consumer choice.

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