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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Jose Luis Ruiz-Real & Juan Uribe-Toril & Maria del Mar Martin-Garcia, 2024. "How Do Different Product Categories Involve the Retailer s Assortment Management Strategies? The Case of the US," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 26(Special 1), pages 1311-1311, November.
    • Handle: RePEc:aes:amfeco:v:26:y:2024:i:special18:p:1311
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    References listed on IDEAS

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    More about this item

    Keywords

    retailing; private label; branding; assortment; product categories;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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