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

Author

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  • Beatrice Luceri

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

Suggested Citation

  • Beatrice Luceri, 2009. "L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2009(3), pages 33-52.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2009-003003
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    Cited by:

    1. Beatrice Luceri & Sabrina Latusi & Elisa Martinelli, 2014. "L?acquirente cross-format: modelli di mobilit? nel rocery," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 19-39.

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