WHAT IS THE SHOPPERS' PERCEPTION OF MULTILOCATION? A FIRST MEASUREMENT

Aurélia Michaud-Trévinal ()
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Aurélia Michaud-Trévinal: CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université

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Abstract: The paper proposes a measure of the perception of multilocation in order to examine its potential impact on the shoppers' attitudes. Indeed, numbers of brands choose to exploit several stores within a reduced shopping area in order to ensure their development. Researches in retailing have tackled the issue of multilocation from the retailers' perspective, but there is no research from the consumers' perspective. Not being "customer centric", measuring the impact of multilocation on shopping behaviors can produce better outcomes for the firm and for the consumer. To measure the shoppers' perception of multilocation, a new scale was created. The main result of our research is that shoppers' perception of multilocation is not a positive and simple construct. Faced with a standardization of shopping areas and homogeneous streets, shoppers may also develop a negative attitude.

Date: 2011-07-19
Note: View the original document on HAL open archive server: https://hal.science/hal-01743618v1
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Published in Academy of Marketing Science World Marketing Congress , Jul 2011, Reims, France

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