Impact of Assortment Size on Consumer Purchase Decision in Apparel Retail

Abstract

Many apparels retailers increase their product variety to attract consumers thereby increase the sales volume and profit. This increase in product variety might have positive as well as and negative effects on the retailers’ sales. A larger variety might attract customers to buy more and increase sales. It may harm both consumers and retailers like high inventory cost, and choice complexity among the consumers. To understand the customers' perception of a large variety and its effect on consumer behaviour and sales a study was planned. This study was conducted in an apparel retail store by setting up two different assortments for the product “kurti” with six different attributes such as fabric, model, purpose, sleeve length, price, and brand. The data were collected from the consumers through a face-to-face survey and they were analysed using ANOVA. The results show that large assortments create more motivation to purchase, can select precise options, difficulty in choosing, and increases the search time. And a smaller assortment lessens the search time, creates extra purchase, creates attractiveness but it creates less motivation, more confusion, and regret.