АСПЕКТИ НА КОНГРУЕНТНОСТ МЕЖДУ РЕШЕНИЯТА НА РИТЕЙЛЪРИТЕ ЗА АСОРТИМЕНТНА ВАРИАНТНОСТ И ПОТРЕБИТЕЛСКИТЕ ВЪЗПРИЯТИЯ
ASPECTS OF CONGRUENCE BETWEEN RETAILERS’ DECISIONS FOR ASSORTMENT VARIETY AND CONSUMER PERCEPTIONS

Author(s): Simeonka Petrova
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: retailers; assortment variety; consumer perceptions; retail assortment
Summary/Abstract: In a dynamic market environment, retailers are looking for strategic solutions related to determining assortment variety. The congruence between the solutions for the organization of the offered variety of assortments and the consumer perceptions largely presupposes, on the one hand, the market results of the retailers, on the other - the satisfaction of the consumers. The main objective of this development is to investigate and interpret basic theoretical and empirical assumptions about the level of competitiveness between retailers' decisions on the offered assortment of variety and the corresponding consumer perceptions, which would facilitate the application of an appropriate set of economic instruments.

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