| Author: | Lee, J. K. Steckel, J. H. |
| Title: | Consumer strategies for purchasing assortments within a single product class |
| Journal: | Journal of Retailing
1999 : FALL, VOL. 75:3, p. 384-403 |
| Index terms: | RETAILING PRODUCT VARIETY ALLOCATION CONSUMER BEHAVIOUR STRATEGY |
| Language: | eng |
| Abstract: | This study developes and tests a model of the process by which consumers evaluate select and eventually consume assortments of goods. The basic premise is that consumer evaluate varying assortments based on anticipated, but probabilistic consumption utilities of the items within the assortment. |
SCIMA