III.B.2. The impact of the store layout (product categories) on consumers' purchasing behavior in the grocery retail industry

Cross-category relations and layout may interact in two ways. These relations justify relative locations between category and improve their performances, by helping the consumers to find out more easily and rapidly their planned purchases. On the reverse, layout affect category purchase decisions. Relative positions may remind, due to their proximity, the presence of products, accelerating and/or expanding their joint purchases.