L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery

Beatrice Luceri

MERCATI & COMPETITIVIT?, 2009, vol. 2009/3, issue 3, 33-52

Abstract: The paper analyzes assortment influence on consumers grocery purchasing behaviour - The author aims to understand its role in channel and retail choice, consumers interest for diversification into products categories handled by specialist shops, the factors influencing a clear reading of the assortment, the relationship between brand and store loyalty. The objectives are attained through a survey involving loyal customers of a retailer, leader in the Italian supermarket and hypermarket market. As a result, marketing considerations and guidelines aimed at maximizing the effectiveness of the assortment policy have been outlined. Keywords: assortment, purchasing behaviour, grocery, store loyalty, brand loyalty Parole chiave: assortimento, comportamento d?acquisto, beni di largo consumo, fedelt? alla marca, fedelt? al punto vendita

Date: 2009
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