A hybrid conjoint model for the identification of the UK supermarket choice determinants: an exploratory study

ISSN： 1466-4402

Source： The International Review of Retail, Distribution and Consumer Research, Vol.19, Iss.2, 2009-05, pp. : 103-133

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Supermarket competition has increased tremendously during recent years and the need for a deeper understanding of the key criteria for consumers' store patronage has never been greater. Against this background, the present study tries to identify and analyse the basic determinants that drive supermarket choice. This paper, which is primarily methodological, applies a large-scale hybrid conjoint experiment to a UK setting with the purpose of examining the relative impact of various supermarket attributes on the actual choice. The hybrid conjoint model deals with the problem of designing and analysing studies involving large numbers of attributes and/or attribute levels, and makes it possible to estimate individually based part-worth values, determines the most important supermarket choice criteria and yields useful implications for strategic retail management.