search query: @author Gijsbrechts, E. / total: 10
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| Author: | Gijsbrechts, E. Campo, K. Nisol, P. |
| Title: | Beyond promotion-based store switching: Antecedents and patterns of systematic multiple-store |
| Journal: | International Journal of Research in Marketing
2008 : MAR, VOL.25:1 p. 5-21 |
| Index terms: | retailing consumer behaviour consumer choice competition |
| Freeterms: | multiple-store shopping store choice spatial competition |
| Language: | eng |
| Abstract: | In this study the authors show theoretically and empirically that opportunistic promotion-based motivations are not the only drivers in single-purpose multiple store shopping, but that it may also be the result of a longer-term planning process based on established store characteristics. The authors find in their study that consumers visit two multiple stores for the complementarity advantages. There are two types of complementarity advantages, in the case of "fixed cost complementarity" consumers visit high and low fixed cost stores to even holding and transportation costs against acquisition costs. In the second type: "Category-preference complementarity" consumers take advantages over the best value of different product categories, by buying one product from one store and another in a different product category from another. In the perspective of the stores the competition in both cases changes from share-of-customers to share-of-wallet retail competition. |
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