Consumers’ Reactions to Assortment Reductions and Shelf Categorizations

Thomas Rudolph, University of St. Gallen, Switzerland
Liane Nagengast, University of St. Gallen, Switzerland
Christina Heidemann, University of St. Gallen, Switzerland
In order to support customers in their shopping processes, retailers should take into account (1) their actual assortment size and (2) the categorization of their shelves. We show in a field setting that both instruments simplify customers’ shopping processes. The combination of both instruments shows the most positive outcome.
[ to cite ]:
Thomas Rudolph, Liane Nagengast, and Christina Heidemann (2013) ,"Consumers’ Reactions to Assortment Reductions and Shelf Categorizations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.