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Consumer and managerial goals in assortment choice and design

Author

Listed:
  • Barbara Kahn
  • Alexander Chernev
  • Ulf Böckenholt
  • Kate Bundorf
  • Michaela Draganska
  • Ryan Hamilton
  • Robert Meyer
  • Klaus Wertenbroch

Abstract

In many domains, consumers must deal with an increasing number of choices—spanning where, when, what, and how many items to buy; how many and which options to consider; and how best to weigh the pros and cons of these options. This paper considers how consumer and managerial goals and the ensuing tradeoffs affect the optimal design of assortments in order to help enhance our understanding of assortment choice, identify issues that merit particular attention, review some of the recent research in pertinent areas, and suggest directions for future research. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Barbara Kahn & Alexander Chernev & Ulf Böckenholt & Kate Bundorf & Michaela Draganska & Ryan Hamilton & Robert Meyer & Klaus Wertenbroch, 2014. "Consumer and managerial goals in assortment choice and design," Marketing Letters, Springer, vol. 25(3), pages 293-303, September.
    • Handle: RePEc:kap:mktlet:v:25:y:2014:i:3:p:293-303
    DOI: 10.1007/s11002-014-9307-0
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    References listed on IDEAS

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    4. Hoskins, Jake D., 2020. "The evolving role of hit and niche products in brick-and-mortar retail category assortment planning: A large-scale empirical investigation of U.S. consumer packaged goods," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).

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