Aims to examine the relationship between the merchandising strategies employed in the configuration of a power aisle and consumers’ price perceptions of those products within a warehouse grocery store setting. The results suggest that a power aisle comprising a smaller number of stock-keeping units (SKUs) and a correspondingly greater quantity of each item will convey a lower price image than will a power aisle comprising a greater number of SKUs and a correspondingly smaller quantity of each item. Evidence that the merchandising policies used in the power aisle of a warehouse grocery store have the ability to affect consumers’ perceptions of those prices, therefore, was observed. © 1996, MCB UP Limited
CITATION STYLE
Smith, P., & Burns, D. J. (1996). Atmospherics and retail environments: The case of the “power aisle.” International Journal of Retail & Distribution Management, 24(1), 7–14. https://doi.org/10.1108/09590559610107076
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