Assortment policy for the ice cream subcategory in Moscow retail trade organizations

Abstract

The purpose of the article is to analyze the indicators of the assortment of the ice cream subcategory and identify the directions of the assortment policy of the surveyed stores. The article presents the results of an examination of the range of ice cream in three networks in Moscow. Based on the results of the survey, the following indicators of the assortment have been calculated and analyzed: completeness, depth (actual, basic, coeffi cients), stability, novelty, harmony, and rationality, as well as the structure of the type and brand assortment. It has been determined that the commercial assortment of ice cream in the surveyed stores is wide with a high (Perekrestok) and medium degree of rationality (Dixie and Verny). It has been established that the main directions of the assortment policy in relation to the ice cream category are the deepening and stabilization of the assortment, and the additional ones are the renewal and reduction of types that are unprofi table for stores: milk and milk-vegetable ice cream.