Impact of Product Assortment on Cross-Shopping Behavior among Mall Clientele in Chennai

Abstract

Organization of the retail assortments for meeting the shopping requirements of the consumers is of most important for the conventional as well as online retailers. The retailers, in their assortments, generally categorize and arrange the products with the help of a taxonomic or substitute-based approach, in such a way that these products are grouped according to their physical properties. Such an assortment affects the shopping behavior of the customers. The present paper has been undertaken to explore the effect of product assortment over the cross-shopping behavior of the mall customers. The study has been done among the mall customers in Chennai. The convenience sampling method of sampling has been adopted for selecting the respondents of the study. the number of respondents so selected is 100 and the instrument used for data collection is questionnaire. The analysis of the collected data has been done using Regression. The findings of the analysis show that Product Assortment of the consumers about various facets regarding the purchase of luxury products affect their Cross shopping behaviour.