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Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailer

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  • Goodman, Steve
  • Remaud, Hervé

Abstract

Recent decades has seen continued rationalization in the retail sector and the growth of ‘big-box’ or ‘category-killer’ store formats leaving the small business struggling to compete and at a loss to determine how it can ‘win’. We propose that a segment of shopper exists that shop at small businesses for specific reasons. Using a choice experiment approach to investigate the reason consumers choose where to shop amongst small, independent and large scale retailers we see this different segment of consumers appear. Best:worse is a choice method that forces choice amongst a range of variables, designed to uncover ‘actual’ reasons for decisions made. This paper finds consumer choice for retail stores types identifies a segment that may assist in the sustainability of smaller stores if they cater to the attributes their target consumers seek. This is a contribution to small business researchers and small business strategy and practitioner effort in the marketing and design of small retailer offering.

Suggested Citation

  • Goodman, Steve & Remaud, Hervé, 2015. "Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailer," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 118-124.
    • Handle: RePEc:eee:joreco:v:23:y:2015:i:c:p:118-124
    DOI: 10.1016/j.jretconser.2014.12.008
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Terblanche, Nic S., 2018. "Revisiting the supermarket in-store customer shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 48-59.
    2. Meng, Jie & Layton, Roger & Huang, Yimin, 2016. "Why do some consumers shop in this pharmacy? A cross-check of vulnerable characteristics and store types," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 116-130.
    3. Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2018. "Food shoppers’ share of wallet: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 119-130.
    4. Phua, Peilin & Kennedy, Rachel & Trinh, Giang & Page, Bill & Hartnett, Nicole, 2020. "Examining older consumers’ loyalty towards older brands in grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    5. Abhishek Mukherjee & Ron Bird, 2016. "Analysis of mandatory CSR expenditure in India: a survey," International Journal of Corporate Governance, Inderscience Enterprises Ltd, vol. 7(1), pages 32-59.
    6. Seger-Guttmann, Tali, 2019. "Customers' irrational beliefs: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 54-66.
    7. Gilboa, Shaked & Seger-Guttmann, Tali & Mimran, Ofir, 2019. "The unique role of relationship marketing in small businesses’ customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 152-164.
    8. Kim, Dahye & Ahn, Byeong-il, 2017. "Store choice behavior of processed food shoppers: The effect of time sensitivity and information," 2017 Annual Meeting, July 30-August 1, Chicago, Illinois 259156, Agricultural and Applied Economics Association.
    9. María D. De-Juan-Vigaray & Ana I. Espinosa Seguí, 2019. "Retailing, Consumers, and Territory: Trends of an Incipient Circular Model," Social Sciences, MDPI, vol. 8(11), pages 1-15, October.
    10. Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2019. "Response to stockout in grocery stores: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 242-252.
    11. Trinh, Giang & Corsi, Armando & Lockshin, Larry, 2019. "How country of origins of food products compete and grow," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 231-241.

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