Estimation of Product Category Sales’ Responsiveness to Assortment Size

Juan Carlos Gázquez-Abad () and Francisco J. Martínez-López ()
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Juan Carlos Gázquez-Abad: University of Almería
Francisco J. Martínez-López: University of Granada

A chapter in National Brands and Private Labels in Retailing, 2014, pp 3-15 from Springer

Abstract: Abstract Assortment is one of the most important competitive tools a retailer has at his disposal to gain sustainable differentiation. Offering more variety should help a retailer to attract more consumers into the store and direct them towards the category as well as induce them to make purchases once inside. This paper presents an empirical estimate of assortment size elasticities of 12 FMCG categories across five store formats. Results show that assortment size elasticities are higher for fill-in categories, i.e., those categories bought occasionally by a small percentage of households, and which are dependent on store format.

Keywords: Assortment; Assortment size elasticities; Hypermarket; Supermarket (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-07194-7_1

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DOI: 10.1007/978-3-319-07194-7_1

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