Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/319806 
Erscheinungsjahr: 
2024
Quellenangabe: 
[Journal:] Amfiteatru Economic [ISSN:] 2247-9104 [Volume:] 26 [Issue:] Special Issue No. 18 [Year:] 2024 [Pages:] 1311-1328
Verlag: 
The Bucharest University of Economic Studies, Bucharest
Zusammenfassung: 
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.
Schlagwörter: 
retailing
private label
branding
assortment
product categories
JEL: 
L81
M16
M31
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
790.26 kB





Publikationen in EconStor sind urheberrechtlich geschützt.