search query: @author Koelemeijer, K. / total: 2
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| Author: | Koelemeijer, K. Oppewal, H. |
| Title: | Perspectives on retail assortments |
| Journal: | European Retail Digest
2002 : DEC, 36, p. 72-76 |
| Index terms: | Marketing Retailing Product mix Product variety |
| Language: | eng |
| Abstract: | The article deals with the issue of a halt in the unlimited growth of retail assortment size. It has been understood by retailers that bigger is not always better and that assortment composition has a significant effect on sales and store patronage. Several retail chains, most notably supermarkets, reduce the number of items within each product category while maintaining or even increasing the number of categories carried. |
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