Consumers’ Reactions to Assortment Reductions and Shelf Categorizations

In order to support customers in their shopping processes, retailers should take into account (1) the actual assortment size and (2) the categorization of the shelves. We show in a field setting that both instruments simplify customers’ shopping processes. The combination of both instruments shows the most positive outcome.


Thomas Rudolph, Liane Nagengast, and Christina Heidemann (2013) ,"Consumers’ Reactions to Assortment Reductions and Shelf Categorizations", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 342-342.


Thomas Rudolph, University of St. Gallen, Switzerland
Liane Nagengast, University of St. Gallen, Switzerland
Christina Heidemann, University of St.Gallen, Switzerland


E - European Advances in Consumer Research Volume 10 | 2013

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