Author: Jayasankaraprasad Cherukuri Kathyayani Gonuguntla
Publisher: Routledge Ltd
ISSN: 1466-4402
Source: The International Review of Retail, Distribution and Consumer Research, Vol.24, Iss.1, 2014-01, pp. : 79-115
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Abstract
The main purpose of this study is to explore cross-format shopping motives among grocery consumers and to categorise cross-format shopping typologies based on identified motives. The paper also aims to identify common consumer subgroups amongst the customer base of different retail formats and differences among shopper segments in relation to format choice and repeat patronage (loyalty). In this method, exploratory qualitative (semi-structured personal interviews) and quantitative research (mall intercept survey) approaches were used. Primary data were collected from 1040 grocery consumers by self-administering a structured questionnaire. Multivariate techniques including exploratory factor analysis,
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