Retail assortment: Variety and perceived value

Consumers today see an exciting explosion of choices, new categories and new shopping options and have increasing disposable income to fulfil their aspirations. The retail industry aims at giving convenience and comfort in shopping to customers. In this context, the purpose of the study is to conceptualise the customers’ evaluations of assortment variety. This study also aims to propose a framework of relationships among assortment variety, assortment benefits, assortment costs and perceived assortment value. An extensive literature review has been conducted to propose a testable conceptual framework. The study also finds out seven consequences of assortment unavailability such as store switch, category switch, brand switch, item switch, purchase postponement, cancel of purchase and size switch. The result of the study will enlighten the retailers and managers to understand the consumer reactions towards assortment variety and assortment unavailability which will help them to maintain an appropriate assortment size and display.