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In Search of a Theory of Shopping Value: The Case of Rural Consumers


  • Vincent Amanor-Boadu


Although the challenges facing rural retailers have been attributed to competition and decreasing population, this paper defines the problem from rural consumers' perspective. It argues that consumers select shopping location on its shopping value, determined by its attractiveness and accessibility. The results indicate that locations closest to the consumer's residence offer the highest shopping value for groceries and other low-order goods. They also show that increasing gasoline prices favor local retailers. Rural retailers may use these results to implement differentiating strategies that increase their attractiveness, accessibility, and consequently their competitiveness. Copyright 2009 Agricultural and Applied Economics Association

Suggested Citation

  • Vincent Amanor-Boadu, 2009. "In Search of a Theory of Shopping Value: The Case of Rural Consumers," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(3), pages 589-603, September.
  • Handle: RePEc:oup:revage:v:31:y:2009:i:3:p:589-603

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    Cited by:

    1. Schipmann, Christin & Qaim, Matin, 2011. "Modern food retailers and traditional markets in developing countries: Comparing quality, prices, and competition strategies in Thailand," Discussion Papers 108348, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    2. Randall Akee & Elton Mykerezi & Richard M. Todd, 2017. "Reservation Employer Establishments: Data from the U.S. Census Longitudinal Business Database," Working Papers 17-57, Center for Economic Studies, U.S. Census Bureau.
    3. Peterson, Hikaru Hanawa & Peterson, Jeffrey M., 2014. "Store Choices of Rural Grocery Shoppers Using an Attribute Screening Model," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170698, Agricultural and Applied Economics Association.

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