Publication Type

Journal Article

Version

acceptedVersion

Publication Date

7-2019

Abstract

Consumers patronize different store formats to purchase products. Prior literature describes store and format choices for big, multi-item shopping baskets, but limited insights determine consumers' unique shopping routines when they seek to buy just one or a few items while on the go. Such shopping situations might affect consumers' format selections for both search and experience goods. This study uses multi-attribute utility theory to develop a framework, tested with a scenario-based experiment. For search goods, a format's economic utility (price level, speed) is more important; its functional utility (quality, variety) and psychological utility (atmosphere, service) become less important considerations. Furthermore, the tolerable range of formats is larger for search goods. The level of on-the-go purchase and consumption frequency moderates these effects. Therefore, this research helps to clarify what drives consumers' format selections in on-the-go shopping situations, with useful managerial insights for how retailers can compete in the growing on-the-go market.

Keywords

Retail format, Shopping situation, Experiments, Food, Choice, On-the-go consumption

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Business Research

Volume

100

First Page

268

Last Page

278

ISSN

0148-2963

Identifier

10.1016/j.jbusres.2019.04.007

Publisher

Elsevier

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.jbusres.2019.04.007

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