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Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape

Author

Listed:
  • Marie-Cécile Cervellon

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Jean Sylvie

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

  • Paul Valentin Ngobo

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper investigates the influence of consumer shopping orientations on grocery channel attractiveness and choice. It extends the concept of shopping orientation (utilitarian and hedonic) to account for emerging motivations among French consumers: shopping in line with sustainable and ethical values. In doing so, it helps profile segments of consumers who choose to shop through new online channels (Drive through) and newly deployed store formats (city stores). A sample of 300 French customers, responsible for shopping in the household, was surveyed. Hypotheses were tested through Latent Class Analysis and Structural Equation Modeling with categorical outcomes. Our findings indicate that consumers shopping orientations influence the way consumers will combine the different channels and store formats for grocery purchase. In particular, our results highlight the importance of responsible retail practices and ethical assortments in consumers' choice of online formats whilst local product orientation influences the choice of city stores and market places.

Suggested Citation

  • Marie-Cécile Cervellon & Jean Sylvie & Paul Valentin Ngobo, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Post-Print hal-01619879, HAL.
    • Handle: RePEc:hal:journl:hal-01619879
    DOI: 10.1016/j.jretconser.2015.06.008
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    Citations

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    Cited by:

    1. Miquel-Romero, Maria-Jose & Frasquet, Marta & Molla-Descals, Alejandro, 2020. "The role of the store in managing postpurchase complaints for omnichannel shoppers," Journal of Business Research, Elsevier, vol. 109(C), pages 288-296.
    2. Sarah Fakhir, 2017. "The Moderating Factors of Click on Intrusive Online Advertising," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 164-170, October.
    3. 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).
    4. Benoit (née Moeller), Sabine & Schaefers, Tobias & Heider, Raphael, 2016. "Understanding on-the-go consumption: Identifying and quantifying its determinants," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 32-42.
    5. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    6. Hallikainen, Heli & Alamäki, Ari & Laukkanen, Tommi, 2019. "Individual preferences of digital touchpoints: A latent class analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 386-393.
    7. Leo Van Hove, 2022. "Consumer characteristics and e-grocery services: the primacy of the primary shopper," Electronic Commerce Research, Springer, vol. 22(2), pages 241-266, June.
    8. Mortimer, Gary & Weeks, Clinton S., 2019. "How unit price awareness and usage encourages grocery brand switching and expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 346-356.
    9. Marcin Gąsior, 2021. "Environmental Attitudes and Willingness to Purchase Online—Classification Approach," Sustainability, MDPI, vol. 13(15), pages 1-17, August.

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