Beyond promotion-based store switching: Antecedents and patterns of systematic multiple-store shopping (revised version)
AbstractIn this paper, we demonstrate both theoretically and empirically that single-purpose multiple store shopping is not only driven by opportunistic, promotion-based motivations, but may also result from a longer term planning process based on stable store characteristics. We find that consumers may systematically visit multiple stores to take advantage of two types of store complementarity. In the case of 'fixed cost complementarity', consumers alternate visits to high and low fixed cost stores to balance transportation and holding costs against acquisition costs. 'Category preference complementarity' occurs when different stores offer the best value for different product categories, and may induce consumers to visit these stores together on combined shopping trips. In both cases, multiple store shopping leads to a shift from share-of-customers to share-of-wallet retail competition.
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Bibliographic InfoPaper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/175425.
Length: 42 pages
Date of creation: 2007
Date of revision:
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Web page: http://www.kuleuven.be
Multiple store shopping; Spatial competition; Store choice; Planning; Processes; Characteristics; Complementarity; Cost; Costs; Category; Preference; Value; Product; Shopping trip; Competition; Choice; Patterns;
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- Srinivasan, Shuba & Pauwels, Koen & Hanssens, Dominique M & Dekimpe, Marnik, 2004. "Do promotions benefit manufacturers, retailers or both?," Open Access publications from Katholieke Universiteit Leuven urn:hdl:123456789/121913, Katholieke Universiteit Leuven.
- Srinivasan, S. & Pauwels, K.H. & Hanssens, D.M. & Dekimpe, M.G., 2002. "Do Promotions Benefit Manufacturers, Retailers or Both?," Research Paper ERS-2002-21-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus Uni.
- Shuba Srinivasan & Koen Pauwels & Dominique M. Hanssens & Marnik G. Dekimpe, 2004. "Do Promotions Benefit Manufacturers, Retailers, or Both?," Management Science, INFORMS, vol. 50(5), pages 617-629, May.
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