 Store choice: How understanding consumer choice of ‘where’ to shop may assist the small retailerSteve Goodman and Remaud, Hervé Journal of Retailing and Consumer Services, 2015, vol. 23, issue C, 118-124 Abstract: Recent decades has seen continued rationalization in the retail sector and the growth of ‘big-box’ or ‘category-killer’ store formats leaving the small business struggling to compete and at a loss to determine how it can ‘win’. We propose that a segment of shopper exists that shop at small businesses for specific reasons. Using a choice experiment approach to investigate the reason consumers choose where to shop amongst small, independent and large scale retailers we see this different segment of consumers appear. Best:worse is a choice method that forces choice amongst a range of variables, designed to uncover ‘actual’ reasons for decisions made. This paper finds consumer choice for retail stores types identifies a segment that may assist in the sustainability of smaller stores if they cater to the attributes their target consumers seek. This is a contribution to small business researchers and small business strategy and practitioner effort in the marketing and design of small retailer offering. Keywords: Store choice; retailer choice; consumer behaviour (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:joreco:v:23:y:2015:i:c:p:118-124 DOI: 10.1016/j.jretconser.2014.12.008 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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