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Retail format selection in on-the-go shopping situations

Benoit, Sabine, Evanschitzky, Heiner and Teller, Christoph (2019) Retail format selection in on-the-go shopping situations Journal of Business Research, 100. pp. 268-278.

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Benoit et al 2019 Retail Format Selection in On-the-Go ShoppingSituations.pdf - Accepted version Manuscript
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Consumers patronize different store formats to purchase products. Prior literature describes store and format choices for big, multi-item shopping baskets, but limited insights determine consumers’ unique shopping routines when they seek to buy just one or a few items while on the go. Such shopping situations might affect consumers’ format selections for both search and experience goods. This study uses multi-attribute utility theory to develop a framework, tested with a scenario-based experiment. For search goods, a format’s economic utility (price level, speed) is more important; its functional utility (quality, variety) and psychological utility (atmosphere, service) become less important considerations. Furthermore, the tolerable range of formats is larger for search goods. The level of on-the-go purchase and consumption frequency moderates these effects. Therefore, this research helps to clarify what drives consumers’ format selections in on-the-go shopping situations, with useful managerial insights for how retailers can compete in the growing on-the-go market.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Evanschitzky, Heiner
Date : July 2019
DOI : 10.1016/j.jbusres.2019.04.007
Copyright Disclaimer : © 2019. This manuscript version is made available under the CC-BY-NC-ND 4.0 license
Uncontrolled Keywords : Retail format; Shopping situation; Experiments; Food; Choice; On-the-go consumption
Depositing User : Clive Harris
Date Deposited : 29 Apr 2019 08:54
Last Modified : 29 Apr 2019 08:54

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