Evaluation of the Impact upon Consumer Attitudes of the Format and the Assortment in Retail Internationalisation Process
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Previous experience has proved that the range of goods of any newly opened shopping centre is an important element of the retail internationalisation. An assortment of a trade object is an indication of satisfaction of consumers with the trading centre. Rarely retail companies directly inquire the opinion of the consumers before entering the market; they tend to prefer relying upon their international experience, or the results of an analysis of the trade market of the country or the region. The present paper examines and deals with the attitudes of the consumers, identifies and presents the composite parts of the elements, and provides their evaluation methodology. The study conducted and constituting the basis for the present paper proved that consumers have developed their attitude towards the assortment of the goods at the IKEA trade centre. The object of the present study is the assortment of goods at a retail centre. The purpose of the present study and the paper is an assessment of the impact of the assortment of goods upon the attitudes of consumers. A problem identified for the purpose of the present paper was the fact that the impact of assortment of goods upon the attitudes of consumers in the process of retail internationalisation has not been studied neither from theoretical nor practical viewpoint, and no practical methodological manuals have been drawn up to assess the impact concerned.
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