出版社：Economic Laboratory for Transition Research Podgorica
摘要：Previous experience has proved that the range of goods of anynewly opened shopping centre is an important element of the retailinternationalisation. An assortment of a trade object is an indicationof satisfaction of consumers with the trading centre. Rarely retailcompanies directly inquire the opinion of the consumers beforeentering the market; they tend to prefer relying upon their internationalexperience, or the results of an analysis of the trade market ofthe country or the region. The present paper examines and dealswith the attitudes of the consumers, identifies and presents thecomposite parts of the elements, and provides their evaluationmethodology. The study conducted and constituting the basis for thepresent paper proved that consumers have developed their attitudetowards the assortment of the goods at the IKEA trade centre.The object of the present study is the assortment of goods at a retailcentre. The purpose of the present study and the paper is an assessmentof the impact of the assortment of goods upon the attitudesof consumers. A problem identified for the purpose of thepresent paper was the fact that the impact of assortment of goodsupon the attitudes of consumers in the process of retail internationalisationhas not been studied neither from theoretical nor practicalviewpoint, and no practical methodological manuals have beendrawn up to assess the impact concerned.
