کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
10439009 | 913085 | 2005 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Perceptions of assortment variety: The effects of congruency between consumers' internal and retailers' external organization
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
چکیده انگلیسی
This research shows that consumers' perceptions of variety and satisfaction are dependent upon how the assortment is organized, both internally by the consumer and externally by the retailer. The results of three laboratory studies indicate that for familiar categories, congruency between a consumer's internal categorization structure and the external store layout leads to higher perceptions of variety and higher satisfaction with product choices, while for unfamiliar product categories, congruency between shopping goals and external structure leads to lower perceptions of variety but increased satisfaction with the store's assortment. However, if retailers institute external category filters congruent with consumers' internal shopping goals that allow them to bypass products, consumers have both lower variety perceptions and satisfaction with the assortment offering.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 81, Issue 2, 2005, Pages 159-169
Journal: Journal of Retailing - Volume 81, Issue 2, 2005, Pages 159-169
نویسندگان
Andrea Morales, Barbara E. Kahn, Leigh McAlister, Susan M. Broniarczyk,