Ways of shopping & retail mix at the Greengrocer's

Arenas-Gaitán, Dr Jorge, Peral-Peral, Dra Begoña and Dr Jesús Reina-Arroyo,

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: The aim of this research is to relate the way in which consumers perceive value creation when shopping, reflected through the Ways of shopping concept, with the perception that they have of the characteristics of the retail mix in the greengrocery context. Different types of consumers are considered. To understand these relationships is the basis for the greengrocery's development of successful retail-mix strategies. To do so, we have developed an investigation with a sample of 1200 consumers of fresh food products. Our results include indicating the importance of managing the product portfolio and the shopping list of consumers, who see this purchase as a task. This is one of the factors which most affect their perception of the retail mix. These aspects must be the greengrocery's basis for the creating successful strategies.

Keywords: Ways of shopping; Patronage; Visit frequency; Greengrocer (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000175

DOI: 10.1016/j.jretconser.2021.102451

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