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.