Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction
研究杂货零售商减少库存单品数量时，消费者如何感知商品组合，发现只要删除低偏好商品并保持货架空间不变，减少单品不会降低消费者对商品组合的感知和店铺选择意愿。
Grocery retailers have been informed that, to remain competitive, they must reduce the number of stockkeeping units (SKUs) offered, in line with consumer demand, or, in other words, adopt “Efficient Assortment.” Retailers have resisted this principle on the basis of a fear that eliminating items would lower consumer assortment perceptions and decrease the likelihood of store choice. In two studies, the authors examine how consumers form assortment perceptions in the face of SKU reduction with a particular emphasis on two heuristic cues: the availability of a favorite product and the amount of shelf space devoted to the category. Results indicate that retailers might be able to make substantive reductions in the number of items carried without negatively affecting assortment perceptions and store choice, as long as only low-preference items are eliminated and category space is held constant. Thus, the potential risk inherent in item reduction might be more limited than initially thought. The authors then discuss the implications of these findings for retailers, as well as additional measurement considerations.