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La mémorisation des consommateurs en matière d'assortiment

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.
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Submitted on : Thursday, January 12, 2012 - 2:00:27 PM
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Yolande Piris, Pierre-Louis Dubois. La mémorisation des consommateurs en matière d'assortiment. Management & Avenir, INSEEC/Management Prospective Ed. 2011, pp. 54-77. ⟨10.3917/mav.042.0054⟩. ⟨hal-00659244⟩



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