Measuring and analysing store switching

Mesure et analyse de la multi-fidélité aux magasins

Christine Balagué (), Laurence Daudigeos, Marc Vanhuele and Xavier Dreze
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Christine Balagué: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Laurence Daudigeos: TNS Sofres
Marc Vanhuele: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Xavier Dreze: UCLA Anderson School of Management

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Abstract: Store switching is of major concern to retailers. As a result, they rely heavily on sales promotions and therefore, indirectly, make manufacturers pay part of the price of store switching. Different consumers switch stores for different reasons. A more sophisticated understanding of these differences permits the development of marketing strategies to address store switching. Based household panel data representative for France, our approach proposes segmenting households based on a combination of cluster analysis and managerial interpretation. Central to our approach is the development of a store-by-format share profile for each household. This profile is linked to switching patterns across stores for different types of shopping baskets.

Date: 2003-10
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Published in Décisions Marketing, 2003, 32, pp.71 - 82

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02550329

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