Consumers ' Perceptions of the Assortment Offered in a Grocery Category : The Impact of Item Reduction

@inproceedings{HOYER2007ConsumersP,
  title={Consumers ' Perceptions of the Assortment Offered in a Grocery Category : The Impact of Item Reduction},
  author={WAYNE D. HOYER and LEIGH McALISTER},
  year={2007}
}
  • WAYNE D. HOYER, LEIGH McALISTER
  • Published 2007
Grocery retailers have been informed that, to remain competitive, they must reduce the number of stockkeeping units (SKUs) offered, in line with consumer demand, or, in other words, adopt "Efficient Assortment." Retailers have resisted this principle on the basis of a fear tbat eliminating items would lower consumer assortment perceptions and decrease tbe likelibood of store choice. In two studies, tbe autbors examine bow consumers form assortment perceptions in tbe face of SKU reduction witb a… CONTINUE READING

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