@article{37327, year={2009}, issn={1972-4861}, journal={MERCATI E COMPETITIVITÀ}, number={3}, volume={}, doi={10.3280/MC2009-003003}, title={L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery}, 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, fedeltà alla marca, fedeltà al punto vendita} url={http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=37327}, author={Beatrice Luceri} pages={33-52}, language={IT}}