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Beyond promotion-based store switching: Antecedents and patterns of systematic multiple-store shopping

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  • Gijsbrechts, Els
  • Campo, Katia
  • Nisol, Patricia
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    Abstract

    In this paper, we demonstrate both theoretically and empirically that single-purpose multiple-store shopping is not only driven by opportunistic, promotion-based motivations, but that it 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; this 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 Info

    Paper provided by Katholieke Universiteit Leuven in its series Open Access publications from Katholieke Universiteit Leuven with number urn:hdl:123456789/202164.

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    Date of creation: Mar 2008
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    Publication status: Published in International Journal of Research in Marketing (2008-03) v.25, p.5-21
    Handle: RePEc:ner:leuven:urn:hdl:123456789/202164

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    Web page: http://www.kuleuven.be

    Related research

    Keywords: multiple-store shopping; store choice; spatial competition;

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    Cited by:
    1. Zhijun Chen & Patrick Rey, 2010. "Loss Leading as an Exploitative Practice," Working Papers hal-00540724, HAL.
    2. Hoffman, Angela & Senkler, Heike, 2011. "Interformat price competition of multi-product retailers: Evidence for German grocery retailing," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114533, European Association of Agricultural Economists.
    3. Cleeren, Kathleen & Dekimpe, Marnik G. & Gielens, Katrijn & Verboven, Frank, 2008. "Intra- and Inter-Format Competition Among Discounters and Supermarkets," CEPR Discussion Papers 6964, C.E.P.R. Discussion Papers.

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