Competitive Location Assessment – the MCI Approach

Nermin Oruc and Tihi Boris ()
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Tihi Boris: University of Sarajevo, School of Economic and Business

South East European Journal of Economics and Business, 2012, vol. 7, issue 2, 35-49

Abstract: In this paper, we have investigated the list of determinants that influence customers to create a short-term preference to a particular store. A survey among 240 households in Sarajevo was conducted in order to reveal their preferences. The results of the MCI model have identified several main stores’ characteristics which have a key influence on customers’ patronage decisions. The findings also suggest that customers, in making their patronage decisions, and hence making their preferences to a particular store, choose among a limited list of alternatives, which implies that competition among outlets is more space limited than had been expected.

Keywords: Store choice behaviour; retail gravity model; revealed preference (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:7:y:2012:i:2:p:35-49:n:3

DOI: 10.2478/v10033-012-0013-7

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