The Marketing Firm: Retailer and Consumer Contingencies

Nils Magne Larsen (), Valdimar Sigurdsson (), Jørgen Breivik, Asle Fagerstrøm () and Gordon R. Foxall ()
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Nils Magne Larsen: UiT The Arctic University of Norway
Valdimar Sigurdsson: Reykjavik University
Jørgen Breivik: UiT The Arctic University of Norway
Asle Fagerstrøm: Kristiania University of Applied Sciences
Gordon R. Foxall: Reykjavik University

Chapter 4 in The Marketing Firm, Volume I, 2025, pp 111-142 from Springer

Abstract: Abstract Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This chapter contributes to the development of a marketing theory of the firm by analysing the consumers’ in-store efficiency ratios and the retailers’ natural sources of resistance to offer efficiency to all of their customers. We propose new behavioural metrics for consumer transaction costs. Our data from the behavioural tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.

Keywords: Transaction costs; Efficiency; Market orientation; Contingencies; In-store behaviour (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-3-031-91595-6_4

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