How Do Different Product Categories Involve the Retailer’s Assortment Management Strategies? The Case of the US
The effectiveness of specific marketing actions taken by retailers is different depending on the product category. This paper aims to analyse the role that different product categories play in consumer response to retail assortment. Hypotheses are tested in an online experiment using consumers be...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Editura ASE
2024-11-01
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| Series: | Amfiteatru Economic |
| Subjects: | |
| Online Access: | https://www.amfiteatrueconomic.ro/temp/Article_3373.pdf |
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| Summary: | The effectiveness of specific marketing actions taken by retailers is different depending on
the product category. This paper aims to analyse the role that different product categories
play in consumer response to retail assortment. Hypotheses are tested in an online experiment
using consumers belonging to a large panel in the US Both assortment size and composition
were manipulated. Four product categories were considered. The results show the need for
retailers to offer different strategies based on the role that categories play in consumer
response to retail assortment. |
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| ISSN: | 1582-9146 2247-9104 |