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What Is The Shoppers' Perception Of Multilocation? A First Measurement

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  • Aurélia Michaud-Trévinal

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

The paper proposes a measure of the perception of multilocation in order to examine its potential impact on the shoppers' attitudes. Indeed, numbers of brands choose to exploit several stores within a reduced shopping area in order to ensure their development. Researches in retailing have tackled the issue of multilocation from the retailers' perspective, but there is no research from the consumers' perspective. Not being "customer centric", measuring the impact of multilocation on shopping behaviors can produce better outcomes for the firm and for the consumer. To measure the shoppers' perception of multilocation, a new scale was created. The main result of our research is that shoppers' perception of multilocation is not a positive and simple construct. Faced with a standardization of shopping areas and homogeneous streets, shoppers may also develop a negative attitude.

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  • Aurélia Michaud-Trévinal, 2011. "What Is The Shoppers' Perception Of Multilocation? A First Measurement," Post-Print hal-01743618, HAL.
    • Handle: RePEc:hal:journl:hal-01743618
    Note: View the original document on HAL open archive server: https://hal.science/hal-01743618
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