La mémorisation des consommateurs en matière d'assortiment

Yolande Piris (yolande.piris@univ-ubs.fr) and Pierre-Louis Dubois
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Yolande Piris: Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
Pierre-Louis Dubois: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas, ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris

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Abstract: This article deals with consumers' assortment memorization in retail environment. Five research questions are defined on the basis of existing literature regarding assortment, consumer behaviour and consumer knowledge. This research field and this research object have been under investigated ; an exploratory qualitative methodology was therefore consided. The main contribution of this research highlights a very low level of a assortment memorization of consumers. On the other hand, this article also highlights consumers' capacity to infer an assortment on the basis of their knowledge on the product category.

Date: 2011-02
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Published in Revue management & avenir, 2011, N° 42, pp. 54-77. ⟨10.3917/mav.042.0054⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00659244

DOI: 10.3917/mav.042.0054

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