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Composition of Assortment

  • Constant Berkhout
Chapter

Abstract

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.

References

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  4. Fasolo, B., Hertwig, R., Huber, M., & Ludwig, M. (2009). Size, Entropy, and Density: What Is the Difference That Makes the Difference Between Small and Large Real-World Assortments? Psychology & Marketing, 26(3), 254–279.CrossRefGoogle Scholar
  5. Gourville, J., & Soman, D. (2005). Overchoice and Assortment Type: When and Why Variety Backfires. Marketing Science, 24(3), 382–395.CrossRefGoogle Scholar

Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Constant Berkhout
    • 1
  1. 1.Rijnbrug AdviesUtrechtThe Netherlands

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