How can an assortment be reduced without changing the perception of variety? A study of the isolated effects of assortment breadth and depth

This research, conducted in collaboration with Carrefour and In Vivo, studies consumers’ perception of variety with a view to reducing the assortment. We deploy two intrinsic assortment characteristics: breadth and depth. We questioned 1009 consumers in test stores and we highlight the mediating role of the perception of variety and how retailers might reduce their assortments without affecting consumers’ perception of variety.