Retail format selection in on-the-go shopping situations

Abstract

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.

Publication DOI: https://doi.org/10.1016/j.jbusres.2019.04.007
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: © 2019, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords: Choice,Experiments,Food,On-the-go consumption,Retail format,Shopping situation,Marketing
Publication ISSN: 1873-7978
Full Text Link:
Related URLs: https://linking ... 148296319302498 (Publisher URL)
http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Article
Published Date: 2019-07-01
Published Online Date: 2019-04-10
Accepted Date: 2019-04-02
Authors: Benoit, Sabine
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Teller, Christoph

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