Composition of Assortment
Berkhout presents five criteria that make the composition of assortment optimal. These criteria are taken from a series of academic studies. Measurement of entropy and density will help category managers select the right variety and complexity of product attributes. At the same time, Berkhout warns category managers not to make the assortment selection phase too theoretical: The shopper applies various decision strategies that make the final choice seem irrational.
- Briesch, R. A., Dillon, W. R., & Fox E. J. (2010). Destination Categories and Store Choice. Retrieved March 11, 2018, from http://www.cemmap.ac.uk/resources/scanner_data/sd10_briesch.pdf.