Erica van Herpen
| Date of Ph.D. defense: | December 19, 2001 |
| Title of thesis: | Perceptions and Evaluations of Assortment Variety |
| ISBN: | 90 5668 094 3 |
| Promotor: | Prof.dr. Rik Pieters |
Abstract:
Given the explosive growth in the number of products, managing their
assortments is a challenging task for retailers. An understanding of
consumer responses to changes in assortment size and composition is
required. This dissertation examines consumers' perceptions and
evaluations of product assortments, with a focus on assortment
variety. It investigates diverse measures of assortment variety, the
influence of variety aspects on consumers' expectations of choice
success and effort, and the combined influence of variety aspects,
expertise, and preference awareness on store preference. In addition,
a first exploration of consumers' product assortments, i.e.
assortments that are owned by consumers, is provided.
Global / English