 Retail format selection in on-the-go shopping situationsSabine Benoit, Heiner Evanschitzky and Christoph Teller Journal of Business Research, 2019, vol. 100, issue C, 268-278 Abstract: Consumers patronize different store formats to purchase products. Prior literature describes store and format choices for big, multi-item shopping baskets, but limited insights determine consumers' unique shopping routines when they seek to buy just one or a few items while on the go. Such shopping situations might affect consumers' format selections for both search and experience goods. This study uses multi-attribute utility theory to develop a framework, tested with a scenario-based experiment. For search goods, a format's economic utility (price level, speed) is more important; its functional utility (quality, variety) and psychological utility (atmosphere, service) become less important considerations. Furthermore, the tolerable range of formats is larger for search goods. The level of on-the-go purchase and consumption frequency moderates these effects. Therefore, this research helps to clarify what drives consumers' format selections in on-the-go shopping situations, with useful managerial insights for how retailers can compete in the growing on-the-go market. Keywords: Retail format; Shopping situation; Experiments; Food; Choice; On-the-go consumption (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:100:y:2019:i:c:p:268-278 DOI: 10.1016/j.jbusres.2019.04.007 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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