Influence of product assortment on consumer preference in store selection.
Abstract
The Study Research sought to determine the influence of product assortment in
consumer's choice of store. Furthermore, it aimed at identifying the relative
importance of other factors that influence choice of store. The survey research
design was used in data collection. The population of consumers consisted of
regular shoppers randomly selected in large, medium and small sized
supermarkets. Fifty supermarkets picked randomly from three clusters (large,
medium and small) within Nairobi, were surveyed. There was no list available for
all consumers. A sample of three hundred and thirty respondents
(one hundred and ten from each cluster) was selected from fifty supermarkets.
The research findings draw appropriate conclusions in line with the objectives of
the study. The findings revealed that the product assortment consistency is the
most important factor in determining shoppers store choice in Nairobi, compared
to other product assortment handles (width, length and depth), with a lot of
significance in marketing. Other important factors in store choice include, prices
of goods offered, and location of supermarket.
In view of the study limitations, further research studies could look into the other
sectors of the retail industry. It also recommends that other reference groups could
be studied.
Citation
Masters of business administrationSponsorhip
University of NairobiPublisher
School of business,University of Nairobi