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.
||Assortment Overlap: Its Effect on Shopping Patterns in a Retail Market when the Distribution of Prices and Goods are Known
Journal of Retailing (Dec, 1899)
||Stassen, Robert E; Mittelstaedt, John D; Mittelstaedt, Robert A
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|Mittelstaedt, Robert A||Marketing