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La mémorisation des consommateurs en matière d'assortiment

Author

Listed:
  • Yolande Piris

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Pierre-Louis Dubois

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas, ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

Abstract

This article deals with consumers' assortment memorization in retail environment. Five research questions are defined on the basis of existing literature regarding assortment, consumer behaviour and consumer knowledge. This research field and this research object have been under investigated ; an exploratory qualitative methodology was therefore consided. The main contribution of this research highlights a very low level of a assortment memorization of consumers. On the other hand, this article also highlights consumers' capacity to infer an assortment on the basis of their knowledge on the product category.

Suggested Citation

  • Yolande Piris & Pierre-Louis Dubois, 2011. "La mémorisation des consommateurs en matière d'assortiment," Post-Print hal-00659244, HAL.
    • Handle: RePEc:hal:journl:hal-00659244
    DOI: 10.3917/mav.042.0054
    as

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