Dimensions of the Relationship Between the Corporate Characteristics of Retailers and the Assortment Offer

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Pages: 20-28

Abstract:

Modern retailers – from independent retailers to supermarkets and hypermarkets, develop innovative and effective concepts and formats for offering the assortment sought by consumers. Conceptually, the identified management decisions aim to realize economic benefits, increase sales and profitability, strengthen market positions and achieve fuller satisfaction of consumer expectations and choices. The present study outlines a theoretical and empirical framework for presenting the potential determinants of assortment supply. The decisions of the retailers to form an assortment are considered to be one of the most important for the business activity. Special research focus is placed on the characteristics of retailers as corporate structures. With the help of a certain empirical database the interdependence between specific corporate characteristics of the retailers and the size of the assortment supply is analyzed and evaluated. In the outlined thematic field, a study is conducted in the specialized theory and practice of the retail industry, related to the presented results regarding the nature of determining the assortment supply.

Keywords:

assortment; retailers; corporate characteristics of retailers; assortment supply.

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