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Comment réduire la taille d’un assortiment sans affecter la perception de la variété ? Une étude des effets isolés de la largeur et de la profondeur d’un assortiment

Author

Listed:
  • Yolande Piris

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

Cette recherche, réalisée en collaboration avec Carrefour et In Vivo, étudie la perception de la variété par le consommateur de manière à envisager des réductions d'assortiments. Nous mobilisons les caractéristiques intrinsèques de l'assortiment : la largeur et la profondeur. Nous interrogeons 1009 consommateurs en magasins laboratoires et mettons en évidence le rôle médiateur de la perception de la variété et la possibilité de réduire la variété d'un assortiment sans affecter la variété perçue par le consommateur.

Suggested Citation

  • Yolande Piris, 2013. "Comment réduire la taille d’un assortiment sans affecter la perception de la variété ? Une étude des effets isolés de la largeur et de la profondeur d’un assortiment," Post-Print hal-02055395, HAL.
    • Handle: RePEc:hal:journl:hal-02055395
    DOI: 10.1177/0767370113496179
    as

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