Restricted accessResearch articleFirst published online 2013-9
Comment réduire la taille d’un assortiment sans affecter la perception de la variété ? Une étude des effets isolés de la largeur et de la profondeur d’un assortiment
Cette recherche, réalisée en collaboration avec Carrefour et In Vivo, étudie la perception de la variété par le consommateur de manière à envisager des réductions d’assortiments. Nous mobilisons les caractéristiques intrinsèques de l’assortiment : la largeur et la profondeur. Nous interrogeons 1009 consommateurs en magasins laboratoires et mettons en évidence le rôle médiateur de la perception de la variété et la possibilité de réduire la variété d’un assortiment sans affecter la variété perçue par le consommateur.
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