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Retail format selection in on-the-go shopping situations

Author

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  • Benoit, Sabine
  • Evanschitzky, Heiner
  • Teller, Christoph

Abstract

Consumers patronize different store formats to purchase products. Prior literature describes store and format choices for big, multi-item shopping baskets, but limited insights determine consumers' unique shopping routines when they seek to buy just one or a few items while on the go. Such shopping situations might affect consumers' format selections for both search and experience goods. This study uses multi-attribute utility theory to develop a framework, tested with a scenario-based experiment. For search goods, a format's economic utility (price level, speed) is more important; its functional utility (quality, variety) and psychological utility (atmosphere, service) become less important considerations. Furthermore, the tolerable range of formats is larger for search goods. The level of on-the-go purchase and consumption frequency moderates these effects. Therefore, this research helps to clarify what drives consumers' format selections in on-the-go shopping situations, with useful managerial insights for how retailers can compete in the growing on-the-go market.

Suggested Citation

  • Benoit, Sabine & Evanschitzky, Heiner & Teller, Christoph, 2019. "Retail format selection in on-the-go shopping situations," Journal of Business Research, Elsevier, vol. 100(C), pages 268-278.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:268-278
    DOI: 10.1016/j.jbusres.2019.04.007
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    Citations

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    Cited by:

    1. Yokoyama, Narimasa & Azuma, Nobukazu & Kim, Woonho, 2022. "Moderating effect of customer's retail format perception on customer satisfaction formation: An empirical study of mini-supermarkets in an urban retail market setting," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Trinh, Giang & Dawes, John, 2020. "A comparison of brand loyalty between on the go and take-home consumption purchases," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
    4. Pantano, Eleonora & Dennis, Charles & De Pietro, Michela, 2021. "Shopping centers revisited: The interplay between consumers’ spontaneous online communications and retail planning," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    5. Pramono, Ari & Oppewal, Harmen, 2021. "Where to refuel: Modeling on-the-way choice of convenience outlet," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Benoit, Sabine & Kienzler, Mario & Kowalkowski, Christian, 2020. "Intuitive pricing by independent store managers: Challenging beliefs and practices," Journal of Business Research, Elsevier, vol. 115(C), pages 70-84.
    7. Jindal, Rupinder P. & Gauri, Dinesh K. & Li, Wanyu & Ma, Yu, 2021. "Omnichannel battle between Amazon and Walmart: Is the focus on delivery the best strategy?," Journal of Business Research, Elsevier, vol. 122(C), pages 270-280.
    8. Jebarajakirthy, Charles & Das, Manish & Maggioni, Isabella & Sands, Sean & Dharmesti, Maria & Ferraro, Carla, 2021. "Understanding on-the-go consumption: A retail mix perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Xiao, Lin & Li, Xiaofeng & Zhang, Yucheng, 2023. "Exploring the factors influencing consumer engagement behavior regarding short-form video advertising: A big data perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).

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