The effectiveness of specific marketing actions taken by retailers is different depending on the product category. This paper aims to analyse the role that different product categories play in consumer response to retail assortment. Hypotheses are tested in an online experiment using consumers...

There are 15 independent countries that emerged (re-emerged) from the Union of Soviet Socialist Republics since its collapse in 1991. The process of independence of the Former Soviet Union (FSU) countries was followed by massive economic, political, and institutional reforms that, in most cases,...