Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/319806 
Year of Publication: 
2024
Citation: 
[Journal:] Amfiteatru Economic [ISSN:] 2247-9104 [Volume:] 26 [Issue:] Special Issue No. 18 [Year:] 2024 [Pages:] 1311-1328
Publisher: 
The Bucharest University of Economic Studies, Bucharest
Abstract: 
The effectiveness of specific marketing actions taken by retailers is different depending on the product category. This paper aims to analyse the role that different product categories play in consumer response to retail assortment. Hypotheses are tested in an online experiment using consumers belonging to a large panel in the US Both assortment size and composition were manipulated. Four product categories were considered. The results show the need for retailers to offer different strategies based on the role that categories play in consumer response to retail assortment.
Subjects: 
retailing
private label
branding
assortment
product categories
JEL: 
L81
M16
M31
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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