DECA Retail Merchandising Practice Exam

What type of retailers specialize in a narrow variety but offer a very deep assortment of products?

1. Department stores

2. Category specialists

3. Convenience stores

4. Supermarkets

The correct answer is: Category specialists

Category specialists are retailers that focus on a specific product category, providing a narrow range of product types while having an extensive assortment within that category. This distinction allows them to cater to customers looking for a comprehensive selection of products in a particular area. For example, a category specialist in electronics might offer a vast array of televisions, sound systems, and accessories, but they wouldn't sell products outside of that category, like clothing or groceries. The emphasis on depth rather than breadth enables category specialists to attract customers specifically interested in that product type, ensuring they carry a wide variety of choices, brands, and price points within their specialty. This business model helps them establish expertise and can lead to a strong customer loyalty, as shoppers feel confident that they can find exactly what they need within that category. Other types of retailers, such as department stores, typically carry a broader range of categories but won’t provide the same level of specialization or depth as category specialists. Convenience stores and supermarkets focus on convenience and a wider variety of everyday items, respectively, but again do not dive deep into a narrow product category like category specialists do.