Research

Assortment Overlap: Its Effect on Shopping Patterns in a Retail Market when the Distribution of Prices and Goods are Known

The majority of households divide their grocery shopping between 2 or more stores each week. This paper examines the merchandising factors affecting the sharing of customers between stores through a pairwise analysis of their assortment overlap, price differentiation, and interstore distance. Results from a study of a market of 27 stores show that assortment overlap and interstore differences are determinants of shared patronage. Results also support hypothesized relationships concerning the differentiation of assortments and price in a spatial market.

Publication Information
Article Title: Assortment Overlap: Its Effect on Shopping Patterns in a Retail Market when the Distribution of Prices and Goods are Known
Journal: Journal of Retailing (Dec, 1899)
75/00224359
Author(s): Stassen, Robert E;  Mittelstaedt, John D;  Mittelstaedt, Robert A
Researcher Information
    
Mittelstaedt, Robert A
Mittelstaedt, Robert A
Emeritus
Marketing
HLH 345
P.O. Box 880492
University of Nebraska-Lincoln
Lincoln, NE 68588-0492, USA
Phone: (402) 472-2316
Fax: (402) 472-9777
rmittelstaedt1@unl.edu