Working Papers

Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction

Susan M. Broniarczyk, Wayne D. Hoyer, and Leigh McAlister

Jan 1, 1997

Examines the link between SKU count and consumers’ perceptions of assortment. Suggests that other cues, such as availability of favorite products and amount of shelf space devoted to the category, influence shoppers’ assortment perceptions.

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