Efficient retailer assortment: a consumer choice evaluation perspective.

This article presents a research report in investigating the consumer choice based on efficient retailer assortment technique. The research showed that to reach their prime goal of building an efficient assortment retailers need, beside increasing the outlet's cost-efficiency, to evaluate shoppers' assortment perceptions so that what the store actually offers can be tailored to meet customers' needs and expectations. Based on findings, it was revealed that consumers' perceptions of the assortment range stems from the combination of few indicators, mainly the number of stock-keeping units proposed and the availability of the favorite brands. It was also demonstrated that consumers evaluation of the overall store assortment draws on the perceived choice within the product categories where they are highly sensitive to the assortment range.