The paper analyzes assortment influence on consumers grocery purchasing behaviour - The author aims to understand its role in channel and retail choice, consumers interest for diversification into products categories handled by specialist shops, the factors influencing a clear reading of the assortment, the relationship between brand and store loyalty. The objectives are attained through a survey involving loyal customers of a retailer, leader in the Italian supermarket and hypermarket market. As a result, marketing considerations and guidelines aimed at maximizing the effectiveness of the assortment policy have been outlined.
Keywords: assortment, purchasing behaviour, grocery, store loyalty, brand loyalty
Parole chiave: assortimento, comportamento d’acquisto, beni di largo consumo, fedeltà alla marca, fedeltà al punto vendita