How Do Different Product Categories Involve the Retailer s Assortment Management Strategies? The Case of the US

Jose Luis Ruiz-Real (), Juan Uribe-Toril and Maria del Mar Martin-Garcia
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Jose Luis Ruiz-Real: University of Almeria, Almeria, Spain
Juan Uribe-Toril: University of Almeria, Almeria, Spain
Maria del Mar Martin-Garcia: University of Isabel I, Burgos, Spain

The AMFITEATRU ECONOMIC journal, 2024, vol. 26, issue Special 18, 1311

Abstract: The effectiveness of specific marketing actions taken by retailers is different depending on the product category. This paper aims to analyse the role that different product categories play in consumer response to retail assortment. Hypotheses are tested in an online experiment using consumers belonging to a large panel in the US Both assortment size and composition were manipulated. Four product categories were considered. The results show the need for retailers to offer different strategies based on the role that categories play in consumer response to retail assortment.

Keywords: retailing; private label; branding; assortment; product categories (search for similar items in EconPapers)
JEL-codes: L81 M16 M31 (search for similar items in EconPapers)
Date: 2024
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