Store choice: How understanding consumer choice of â€˜whereâ€™ to shop may assist the small retailer
Steve Goodman and
Journal of Retailing and Consumer Services, 2015, vol. 23, issue C, 118-124
Recent decades has seen continued rationalization in the retail sector and the growth of â€˜big-boxâ€™ or â€˜category-killerâ€™ store formats leaving the small business struggling to compete and at a loss to determine how it can â€˜winâ€™. 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 â€˜actualâ€™ 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)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:23:y:2015:i:c:p:118-124
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