Consumers' Reactions to Assortment Reductions and Shelf Categorizations: A Field Experiment

Auteur(s)

Thomas Rudolph

Accéder

Descrizione

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

Data

2013