The Importance Of Variety.

How To Make Assortment

More Attractive For
Customers?
CUSTOMER PROSPECTIVE.

Presented to - Ms. Dhara Vinod Parmar

Presented by - Shweta singh
 ABSTRACT

likely to find what they want when going to a store that
Consumers care about variety because they are more
offers more varied assortments.

When tastes are not well formed or are dynamic, perceived variety matters even more because of the desire to
become educated about what is available while maintaining flexibility.

Retailers care about variety because customers value variety. Therefore, it is important to
understand how people perceive the variety contained in an assortment and how these
perceptions influence satisfaction and store choice.

We utilize the model to develop assortments that vary widely in terms of their information structure and study
the influence of three factors on variety perceptions:
a) information structure of each assortment (b) level of organization of the objects and hence their relative spatial
positions; and (c) task orientations, promoting either analytic or holistic processing.
INTRODUCTION
Briefly elaborate on what I want to discuss.
 Nowadays, variety is abundant in many different areas. Over and over again, people have to choose from
huge amounts of possibilities. In almost every sphere of life, people are over whelmed by the necessity of
picking their preferred solution from a vast and growing number of alternatives, which according to some
people can even have a detrimental effect on our psychological and emotional well-being Matters to decide
on range from fundamental issues to daily groceries or an apparel.

More variety can be beneficial to consumers, as prior research has clearly shown as variety enlarges a
consumer’s chance for a successful shopping trip it is supposed to attract potential buyers to a store.

Do consumers actually value the high variety presented to them for all the choices they have to make, even
for repetitive decisions on daily groceries or apprarel?
 Though variety is appealing to people, a wide variety of options has also been suggested to lower consumer well-
being Variety can cause stress and unhappiness .

The knowledge that an immense array of options is open can reduce a consumer’s motivation to purchase a product out of
fear for later regret Considering this, is it truly a wise strategy of retailers to offer such vast quantities of products and
services

Do consumers actually want to choose from a huge variety of options each time they purchase a product or service.

They recognize that consumers do not want to be continuously overloaded with a myriad of products. This view is to
some extent affirmed by the immense success of discount Although consumers visit these stores mainly because of
the low discount prices, judging from the increasing market shares of both stores’ consumers do not seem to mind
their limited assortments.

From a retailer’s perspective, providing high variety in many product categories is expensive. It heightens not only
inventory handling, delivery, and merchandise presentation costs but also purchasing costs due to lower average
volumes and administration costs.
 Despite these higher retail expenses of carrying a great deal of variety, most retailers are still not keen on
cutting down on the variety levels they offer for fear of losing customers.

As a result of the contrasting effects of variety, many retailers are struggling to find levels of variety that are most
appealing to consumers. Apparently, retailers are aware that more variety is not always more alluring to
consumers. Though what does make up an attractive level of variety is not yet exactly clear.

RESEARCH QUESTION

Does variety of assortment of product attract the consumer or not?

AIM AND
OBJECTIVES
 what extent is more variety more appealing to consumers and why?
The objective of this thesis is to provide insights into the relationship
importance of variety.
How to make assortment attractive for customers? how attractive the
assortment is from a consumer’s and also retailer point of view.
LITRETURE
REVIEW
 The existing literature on the relationship between assortment variety and assortment attractiveness. the previous
consumer choice from an assortment and sales. Studies on these two variables are included in our literature
review, because they provide relevant insights into the effects of assortment variety and into the process through
which assortment variety affects these variables. we have found on the relationships between the variables shown
in Figure 2.1 and what knowledge is still lacking.

Figure 2.1 What is known about the effects of assortment variety?

 1. Different types of products varieties and shopping situations.

2. Assortment variety is captured by two assortment characteristics: the size of an assortment and the
availability of a favorite product.

3. Experiment indeed showed much higher costs of variety when a more complex product has to be chosen.
Variety in an assortment of complex products is difficult to handle.

4. The chance of purchasing the wrong product is much more relevant when an expensive complex
product is bought that has to last for a number of years. attractive.

5. We study one specific complex situation,. namely time pressure, which is a frequently occurring
phenomenon. The goal of this chapter is to examine the role of time pressure in the relationship between
assortment variety and assortment attractiveness.
6.The availability of favorite products is also critical, especially in assortments of complex products. In such
assortments, it is also relevant to lower consumers’ feelings of potential regret. This could be achieved by for
example offering favorite products or by providing explicit knowledge about the products.
 METHODOLOGY

For this research report I collected the data using qualitative and quantative both methods
thought identifying the consumer buying behaviour, there choice towards the varieties of
product , how they observe the assortments , how the get attract to visit the stores and there
perceptions for varieties of products and also for assortment . The primary quantatives
research which involves interview and observation related to my topic. These method
include surveys with variety of question that assessed and their preference. The survey
were distributed to all my family , friends nd all other known person given form to fill out
and we also asked them to fill this form and this help me better understand the data.


QUESTIONNAIRES
Does arrangement of assortment attract you?
a) Yes
b) No
In which way you like to see the new collection?
a) In hanger
b) In mannequin
c) In digital
Do you like the one particular product varieties should be arranged at same
place?
a) Yes
b) No
 CONCLUSION
The relationship between assortment variety and assortment attractiveness can be explained by
perceptions of variety, benefits of variety, and costs of variety.
The chance of purchasing the wrong product is much more relevant when an expensive complex product is
bought . In assortments of complex products a lack of overview as well as the potential for regret are critical
in that they both make an assortment less attractive.
Though the availability of a favorite product is important in assortments of simple as well as in
assortments of complex products, it is more crucial in the latter.

The overall impact of assortment size on assortment attractiveness we found that large assortments of
complex products are not more attractive than small assortments. Assortment attractiveness does not
increase or decrease with assortment size.

. More products resulted in more traffic to the store, but the additional traffic did not lead to higher sales.
 Consumers appear to cope with the high costs of variety in larger assortments by focusing only on a
selection of products.

Adding scrambling products to an assortment also brings about relatively high additional expenses in

That consumers who do not have an articulated preference (i.e., a favorite product) before entering a store
prefer larger assortments and assortments with more dispersion of the attribute levels than consumers with
high preference awareness.

one can see that higher benefits of variety make an assortment more attractive, while higher costs of variety
have a negative impact on assortment attractiveness.