Autore
Luceri, Beatrice

Titolo
L'influenza della politica assortimentale sul comportamento d'acquisto nel settore grocery
Periodico
Mercati e competitività
Anno: 2009 - Fascicolo: 3 - Pagina iniziale: 33 - Pagina finale: 52

The paper analyzes assortment influence on consumers grocery purchasing behaviour - The author aims to understand its role in channel and retail choice, consumers interest for diversification into products categories handled by specialist shops, the factors influencing a clear reading of the assortment, the relationship between brand and store loyalty. The objectives are attained through a survey involving loyal customers of a retailer, leader in the Italian supermarket and hypermarket market. As a result, marketing considerations and guidelines aimed at maximizing the effectiveness of the assortment policy have been outlined.

Keywords: assortment, purchasing behaviour, grocery, store loyalty, brand loyalty

Parole chiave: assortimento, comportamento d’acquisto, beni di largo consumo, fedeltà alla marca, fedeltà al punto vendita



SICI: 1826-7386(2009)3<33:LDPASC>2.0.ZU;2-S
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=37327&Tipo=Articolo PDF

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