IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v25y2008i1p5-21.html
   My bibliography  Save this article

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

Author

Listed:
  • Gijsbrechts, Els
  • Campo, Katia
  • Nisol, Patricia

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.

Suggested Citation

  • Gijsbrechts, Els & Campo, Katia & Nisol, Patricia, 2008. "Beyond promotion-based store switching: Antecedents and patterns of systematic multiple-store shopping," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 5-21.
  • Handle: RePEc:eee:ijrema:v:25:y:2008:i:1:p:5-21
    DOI: 10.1016/j.ijresmar.2007.07.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811607000663
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.ijresmar.2007.07.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    2. David R. Bell & James M. Lattin, 1998. "Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket” Shoppers Prefer EDLP," Marketing Science, INFORMS, vol. 17(1), pages 66-88.
    3. Paul R. Messinger & Chakravarthi Narasimhan, 1997. "A Model of Retail Formats Based on Consumers' Economizing on Shopping Time," Marketing Science, INFORMS, vol. 16(1), pages 1-23.
    4. Chandra R. Bhat, 2000. "Incorporating Observed and Unobserved Heterogeneity in Urban Work Travel Mode Choice Modeling," Transportation Science, INFORMS, vol. 34(2), pages 228-238, May.
    5. Óscar González-Benito & César Bustos-Reyes & Pablo Muñoz-Gallego, 2007. "Isolating the geodemographic characterisation of retail format choice from the effects of spatial convenience," Marketing Letters, Springer, vol. 18(1), pages 45-59, June.
    6. Rajiv Lal & Ram Rao, 1997. "Supermarket Competition: The Case of Every Day Low Pricing," Marketing Science, INFORMS, vol. 16(1), pages 60-80.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gijsbrechts, E. & Campo, K. & Nisol, P., 2005. "Beyond Promotion-Based Store Switching : Antecedents and Consequences of Systematic Multiple-Store Shopping," Discussion Paper 2005-76, Tilburg University, Center for Economic Research.
    2. Beatrice Luceri & Sabrina Latusi & Elisa Martinelli, 2014. "L?acquirente cross-format: modelli di mobilit? nel rocery," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 19-39.
    3. Kopalle, Praveen & Biswas, Dipayan & Chintagunta, Pradeep K. & Fan, Jia & Pauwels, Koen & Ratchford, Brian T. & Sills, James A., 2009. "Retailer Pricing and Competitive Effects," Journal of Retailing, Elsevier, vol. 85(1), pages 56-70.
    4. Gijsbrechts, E. & Campo, K. & Nisol, P., 2005. "Beyond Promotion-Based Store Switching : Antecedents and Consequences of Systematic Multiple-Store Shopping," Other publications TiSEM 09bb6849-8d4f-4225-ab01-3, Tilburg University, School of Economics and Management.
    5. Tripathi Sanjeev & Sinha, Piyush Kumar, 2008. "Choice of a Retail Store and Retail Store Format: A Hierarchical Logit Model," IIMA Working Papers WP2008-04-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    6. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    7. Bonfrer, André & Chintagunta, Pradeep & Dhar, Sanjay, 2022. "Retail store formats, competition and shopper behavior: A Systematic review," Journal of Retailing, Elsevier, vol. 98(1), pages 71-91.
    8. Gauri, Dinesh Kumar & Trivedi, Minakshi & Grewal, Dhruv, 2008. "Understanding the Determinants of Retail Strategy: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 84(3), pages 256-267.
    9. Sutthipong Meeyai, 2015. "Modeling Store Patronage: A Systematic Review," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 40-48, July.
    10. Volpe, Richard J., III, 2011. "Evaluating the Performance of U.S. Supermarkets: Pricing Strategies, Competition from Hypermarkets, and Private Labels," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 36(3), pages 1-16, December.
    11. Ray, Sourav & Snir, Avichai & Levy, Daniel, 2023. "Retail Pricing Format and Rigidity of Regular Prices," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, pages 1-1.
    12. Aniko Ory, 2016. "Consumers on a Leash: Advertised Sales and Intertemporal Price Discrimination," Cowles Foundation Discussion Papers 2047, Cowles Foundation for Research in Economics, Yale University.
    13. Guyt, Jonne & Gijsbrechts, Els, 2018. "On consumer choice patterns and the net impact of feature promotions," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 490-508.
    14. Haans, A.J. & Gijsbrechts, E., 2011. "One-deal-fits-all? : On category sales promotion effectiveness in smaller versus larger supermarkets," Other publications TiSEM 2c1a69db-bdfa-4988-a84c-4, Tilburg University, School of Economics and Management.
    15. Gauri, Dinesh K. & Ratchford, Brian & Pancras, Joseph & Talukdar, Debabrata, 2017. "An Empirical Analysis of the Impact of Promotional Discounts on Store Performance," Journal of Retailing, Elsevier, vol. 93(3), pages 283-303.
    16. Carlo Russo & Rachael Goodhue, 2018. "Farmgate prices, retail prices, and supermarkets' pricing decisions: An integrated approach," Agribusiness, John Wiley & Sons, Ltd., vol. 34(1), pages 24-43, December.
    17. Kumar, Ashish & Trivedi, Minakshi & Bezawada, Ram & Sridhar, Karthik, 2012. "A comparative analysis of differential consumer response across supermarket and specialty store in the candy category," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 561-569.
    18. Sinitsyn, Maxim, 2022. "Price leadership with promotions," International Journal of Industrial Organization, Elsevier, vol. 82(C).
    19. Anoop Kumar Gupta & A.V. Shukla, 2015. "Store Choice Behaviour for Consumer Durables in NCT-Delhi," Paradigm, , vol. 19(2), pages 152-169, December.
    20. Heider, Raphael & Moeller, Sabine, 2012. "Outlet patronage in on-the-go consumption: An analysis of patronage preference drivers for convenience outlets versus traditional retail outlets," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 313-324.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:25:y:2008:i:1:p:5-21. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.