L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery
Journal title MERCATI E COMPETITIVITÀ
Author/s Beatrice Luceri
Publishing Year 2009 Issue 2009/3 Language Italian
Pages 20 P. 33-52 File size 595 KB
DOI 10.3280/MC2009-003003
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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, fedeltà alla marca, fedeltà al punto vendita
Beatrice Luceri, L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery in "MERCATI E COMPETITIVITÀ" 3/2009, pp 33-52, DOI: 10.3280/MC2009-003003