TY - JOUR
T1 - Assessing the effects of assortment and ambience
T2 - A choice experimental approach
AU - Koelemeijer, Kitty
AU - Oppewal, Harmen
PY - 1999/1/1
Y1 - 1999/1/1
N2 - Elaborating on Betancourt and Gautchi, we formulate and test effects of consumption goal, retail assortment composition, and other distribution services on in-store purchase decisions. By using the extended logit model we explain the utility of an item as a function of assortment characteristics, which allows capturing substitution, complementarity and asymmetric dominance effects. A choice experiment manipulates assortment composition, prices, store ambience, competing store features, and purchase goal. In an application to florist stores we find that in-store purchase decisions are affected by the size and composition of the assortment, and by the presence of a competing store, but not by ambience. We find substitution effects between flowers of the same variety, but not for all varieties. Effects differ between consumption goals.
AB - Elaborating on Betancourt and Gautchi, we formulate and test effects of consumption goal, retail assortment composition, and other distribution services on in-store purchase decisions. By using the extended logit model we explain the utility of an item as a function of assortment characteristics, which allows capturing substitution, complementarity and asymmetric dominance effects. A choice experiment manipulates assortment composition, prices, store ambience, competing store features, and purchase goal. In an application to florist stores we find that in-store purchase decisions are affected by the size and composition of the assortment, and by the presence of a competing store, but not by ambience. We find substitution effects between flowers of the same variety, but not for all varieties. Effects differ between consumption goals.
UR - http://www.scopus.com/inward/record.url?scp=0041731110&partnerID=8YFLogxK
U2 - 10.1016/S0022-4359(99)00011-1
DO - 10.1016/S0022-4359(99)00011-1
M3 - Article
AN - SCOPUS:0041731110
SN - 0022-4359
VL - 75
SP - 319
EP - 345
JO - Journal of Retailing
JF - Journal of Retailing
IS - 3
ER -