Perceptions of assortment variety: The effects of congruency between consumers' internal and retailers' external organization

Andrea Morales, Barbara E. Kahn, Leigh McAlister, Susan M. Broniarczyk

Research output: Contribution to journalArticlepeer-review

105 Scopus citations

Abstract

This research shows that consumers' perceptions of variety and satisfaction are dependent upon how the assortment is organized, both internally by the consumer and externally by the retailer. The results of three laboratory studies indicate that for familiar categories, congruency between a consumer's internal categorization structure and the external store layout leads to higher perceptions of variety and higher satisfaction with product choices, while for unfamiliar product categories, congruency between shopping goals and external structure leads to lower perceptions of variety but increased satisfaction with the store's assortment. However, if retailers institute external category filters congruent with consumers internal shopping goals that allow them to bypass products, consumers have both lower variety perceptions and satisfaction with the assortment offering.

Original languageEnglish (US)
Pages (from-to)159-169
Number of pages11
JournalJournal of Retailing
Volume81
Issue number2 SPEC. ISS.
DOIs
StatePublished - Jan 1 2005
Externally publishedYes

Keywords

  • Cognitive structure
  • Goals
  • Perceived variety
  • Product assortment
  • Satisfaction

ASJC Scopus subject areas

  • Marketing

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