An Empirical Research on the Relationship between the Number of Varieties in Distribution Terminals of the Manufacturer and Consumer Buying Behavior

DOI

10.2991/icassr.2013.51How to use a DOI?

Keywords

Product varieties; purchase behaviour in store; Quasi-Experimentation Design based Field Research

Abstract

The majority of consumers purchase decision is made in the retail terminal, so manufacturers pay more and more attention to the point of sale influence consumer buying behaviours. This paper selects specific types of retailers as the experimental environment, selects the specific products as the research object, uses the "S-O-R" theory, and manipulates the number of varieties in the retail terminal of specific manufacturer, to find out whether the product varieties changes, the product purchase volume of specific manufacturer will change. The study found a lot of important conclusions. Firstly, as products which sold in retail terminal from a manufacturer vary from less to more, products sale will appear first increased then decreased. When the product variety reached a critical value, product sales reached a vertex. Secondly, when the products number which sold by a manufacturer less than or equal to the critical value, increase of the products number will positive influence consumers purchase behaviour for the manufacturer's product, and improve the total sales. Thirdly, when the products number which sold by a manufacturer greater than or equal to the critical value, increase of the products number will negative influence consumers purchase behaviour for the manufacturer's product, and reduce the total sales.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wenchao Liu
AU  - Jiexia Li
PY  - 2013/08
DA  - 2013/08
TI  - An Empirical Research on the Relationship between the Number of Varieties in Distribution Terminals of the Manufacturer and Consumer Buying Behavior
BT  - Proceedings of the 2013 International Conference on Applied Social Science Research (ICASSR-2013)
PB  - Atlantis Press
SP  - 190
EP  - 193
SN  - 1951-6851
UR  - https://doi.org/10.2991/icassr.2013.51
DO  - 10.2991/icassr.2013.51
ID  - Liu2013/08
ER  -