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| Author: | Simonson, I. |
| Title: | The effect of product assortment on buyer preferences |
| Journal: | Journal of Retailing
1999 : FALL, VOL. 75:3, p. 347-370 |
| Index terms: | RETAILING PRODUCT VARIETY ALLOCATION BUYING CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Product assortment can play a key role by satisfying wants and also in influencing buyer wants and preferences. The paper reviews and synthesizes empirical evidence indicating that retailiers can use the assortment subset that buyers consider to enhance the likelihood that a purchase will be made and to affect the specific option selected, the manner in which the set of considered options are presented also affects buyer preferences and purchase decisions, and, the effects of the considered options and presentation format interact with other elements of the marketing mix such as sales promotions. |
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