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Store Patronage: The Utility Of A Multi-Method, Multi-Nomial Logistic Regression Model For Predicting Store Choice


  • Luiz Moutinho

    () (University of Glasgow – Department of Business and Management.)

  • Graeme D. Hutcheson

    () (University of Manchester. Management and Institutional Development Group.)


Factor, multinomial logistic regression and cluster analyses are used in combination to provide a predictive model of store patronage behaviour for consumers in Cardiff, Wales. A subset of variables and factors that are important for consumers when choosing a supermarket were used to provide a picture of each store’s clientele. Multinomial logistic regression allowed an overall model of supermarket choice to be developed and also enabled comparisons to be made of individual supermarkets within the sample. A detailed picture of store patronage is presented along with predictions about store choice for a number of “consumer clusters”. The results demonstrate the utility of the predictive multinomial models when used in conjunction with other analytical techniques and reinforces a number of studies that have investigated patronage behaviour.

Suggested Citation

  • Luiz Moutinho & Graeme D. Hutcheson, 2006. "Store Patronage: The Utility Of A Multi-Method, Multi-Nomial Logistic Regression Model For Predicting Store Choice," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(1), pages 5-25.
  • Handle: RePEc:pjm:journl:v:xi:y:2006:i:1:p:5-25

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    References listed on IDEAS

    1. McCurley Hortman, Sandra & Allaway, Arthur W. & Barry Mason, J. & Rasp, John, 1990. "Multisegment analysis of supermarket patronage," Journal of Business Research, Elsevier, vol. 21(3), pages 209-223, November.
    2. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    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. Siddhartha Chib & Edward Greenberg & Yuxin Chen, 1998. "MCMC Methods for Fitting and Comparing Multinomial Response Models," Econometrics 9802001, EconWPA, revised 06 May 1998.
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