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Outlet patronage in on-the-go consumption: An analysis of patronage preference drivers for convenience outlets versus traditional retail outlets

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  • Heider, Raphael
  • Moeller, Sabine

Abstract

This study investigates patronage preferences of consumers who purchase and consume food and beverages while they are on-the-go (on-the-go consumption). The focus is on the drivers of patronage preferences for convenience outlets versus traditional retail outlets. A literature based model of patronage preferences is developed in this paper. It is tested based on data collected from a Dutch online sample (n=669) through binary logistic regression. The results reveal that significant relationships exist between patronage preferences in on-the-go consumption and the assortment offered as well as the opportunity to consume products without effort. Moreover, significant relationships between patronage preferences and consumers' time pressure as well as their health orientation exist. Consumers' income and their place of residence allow for limited inferences only. Based on the findings managerial recommendations are developed and avenues for further research are pointed out.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:3:p:313-324
    DOI: 10.1016/j.jretconser.2012.03.004
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    Cited by:

    1. Francesca Canio & Manuel J. Sánchez-Franco & Elisa Martinelli, 0. "Exploring the main drivers influencing brand loyalty to motorway services areas in Italy," Italian Journal of Marketing, Springer, vol. 0, pages 1-17.
    2. Benoit (née Moeller), Sabine & Schaefers, Tobias & Heider, Raphael, 2016. "Understanding on-the-go consumption: Identifying and quantifying its determinants," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 32-42.
    3. 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).
    4. 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).
    5. 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.
    6. 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).
    7. Sands, Sean & Maggioni, Isabella & Ferraro, Carla & Jebarajakirthy, Charles & Dharmesti, Maria, 2019. "The vice and virtue of on-the-go consumption: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 399-408.
    8. Francesca Canio & Manuel J. Sánchez-Franco & Elisa Martinelli, 2020. "Exploring the main drivers influencing brand loyalty to motorway services areas in Italy," Italian Journal of Marketing, Springer, vol. 2020(2), pages 125-141, September.

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