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Main-format dominance in consumers’ FMCG cross-format shopping patterns

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  • Klein, Andreas
  • Schmitz, Gertrud

Abstract

Although cross-format patronage has become a common phenomenon in markets for Fast Moving Consumer Goods (FMCG), research on consumers’ specific cross-format combinations is limited. We study such shopping patterns by focusing on retail format utilization. A qualitative pre-study demonstrates consumers’ patronizing combinations of typical retail formats in FMCG with main-format usage and provides underlying differences in consumers’ perceived shopping utility for cross-format selection, which results from their utilized main-format. Our quantitative study reveals three clusters with main-format dominance, that is, mainly supermarket, discount store, and hypermarket shoppers complementarily utilizing fill-in formats to a much lesser extent. Whereas we found high inter-format loyalty in each consumer group, intra-format loyalty significantly varies between clusters. ANOVA and post hoc-tests concerning perceived shopping utility dimensions show that consumers’ perceived acquisition utility rather than perceived transaction costs significantly differs between consumer groups.

Suggested Citation

  • Klein, Andreas & Schmitz, Gertrud, 2016. "Main-format dominance in consumers’ FMCG cross-format shopping patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 105-115.
    • Handle: RePEc:eee:joreco:v:30:y:2016:i:c:p:105-115
    DOI: 10.1016/j.jretconser.2015.11.011
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    3. Yokoyama, Narimasa & Azuma, Nobukazu & Kim, Woonho, 2022. "Moderating effect of customer's retail format perception on customer satisfaction formation: An empirical study of mini-supermarkets in an urban retail market setting," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Anastasia Griva & Cleopatra Bardaki & Katerina Pramatari & Georgios Doukidis, 2022. "Factors Affecting Customer Analytics: Evidence from Three Retail Cases," Information Systems Frontiers, Springer, vol. 24(2), pages 493-516, April.
    5. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    6. Hai Tran, Van & Sirieix, Lucie, 2020. "Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    7. Sreten Ćuzović & Svetlana Sokolov Mladenović & Djordje Ćuzović, 2017. "The Impact of Retail Formats on the Development of Food Retailing," Entrepreneurial Business and Economics Review, Centre for Strategic and International Entrepreneurship at the Cracow University of Economics., vol. 5(1), pages 11-26.

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