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What Constitutes a ‘‘Good Assortment’’? A Scale for Measuring Consumers’ Perceptions of an Assortment Offered in a Grocery Category

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abstract This research investigates how consumers form subjective judgments of what constitutes “a good grocery assortment”. By conducting three exploratory focus groups and a field study, we develop a multi-item scale that reflects consumers' cue utilization processes in forming perceptions of a grocery assortment. Our findings suggest that consumers use only a limited number of informational cues to form perceptions about four higher-level assortment dimensions: (1) the assortment's pricing, (2) its quality, (3) its variety, and (4) its presentation. In line with the attitude theory, we found that consumers integrate these higher-level assortment dimensions into a summary evaluation of the grocery category's attractiveness. Accordingly, we derive the grocery assortment perception (GAP) scale as a second-order construct composed of four first-order factors. Significant positive relationships between the GAP scale and customer satisfaction as well as loyalty intentions provide empirical support for the scale's predictive ability and nomological validity. In the last section of this article, we discuss how the GAP scale will support category managers in their assortment decisions and provide directions for further research.
   
type journal paper
   
keywords Assortment Perception, Scale Development, Grocery Retailing, Category Management
   
language English
kind of paper journal article
date of appearance 1-1-2012
journal Journal of Retailing and Consumer Services
publisher Elsevier (Amsterdam)
ISSN 0969-6989
ISSN (online) 1873-1384
DOI 10.1016/j.jretconser.2011.08.002
volume of journal 19
number of issue 1
page(s) 11-26
review double-blind review
   
citation Bauer, J. C., Kotouc, A. J., & Rudolph, T. (2012). What Constitutes a ‘‘Good Assortment’’? A Scale for Measuring Consumers’ Perceptions of an Assortment Offered in a Grocery Category. Journal of Retailing and Consumer Services, 19(1), 11-26, DOI:10.1016/j.jretconser.2011.08.002.