Consumers’ Reactions to Assortment Reductions and Shelf Categorizations

Auteur(s)

Thomas Rudolph

Accéder

Beschreibung

To support customers' shopping processes, retailers should take into account (1) the assortment size and (2) the categorization of shelves.
We show in a field setting that both instruments simplify shopping processes. A combination of both shows the most positive outcome.

Sujets

Gestion d'entreprise > Vente et distribution

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Datum

2013