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• W1662230595 abstract "We investigate the role of frequently purchased categories in influencing consumer visits to competing multiproduct grocery stores. Recent research as well as industry evidence indicates that m ost consumers now tend to shop at two to five different stores (Blattberg and Neslin 1988). A recent 2009 consumer research report finds that that 67% of respondents go to two or more stores to do their main grocery shopping and low prices is one of important reasons for visiting multiple stores. Since there is substantial competition among retailers of the same format (Kopalle et al. 2009, Gonzalez-Benito et al. 2005), the benefit of attracting such shoppers is substantial. While it is well recognized in the prior literature that consumers’ motivation/ behavior can vary depending on what role the category plays in his/her everyday life (Dhar et al. 2001), yet there is scant research to understand how consumers’ response to marketing actions for various categories influence visit to more than one store of the same format? Two stores of the same format, offer similar breadth of product categories, marketing actions such as pricing, feature activity etc. Therefore, the difference in consumers’ response to their marketing actions is critical to understanding what drives consumers to competing stores in the same week (Fox and Sethuraman 2005). We contribute to understanding of consumer store choice and retail strategy by analyzing the following research questions: 1. In a competitive setting, how do marketing actions in frequently purchased categories drive consumers to visit more than one store of the same format in the same week? 2. Do competing stores differ in specific categories that attract consumers to the stores? Consumers’ store choice is examined using panel data of household trips to two competing stores in the same geographical area. The data has household level information on price, feature and display for 30 categories sold in each of the two stores. Specifically, we model the cross-store effects, store co-incidence and unobserved heterogeneity allowing for the possibility of a household visiting both the stores in a given week. A random effects bivariate probit specification is employed to examine consumer store choice. We find that consumers choose to go to both the competing stores because the stores have different “power” categories. Power categories are those where price significantly affects consumers’ choice of competing store. The traffic in a store due to switching, measured by the cross store traffic elasticity, is asymmetric. The broader implication of this research for retail managers is that retailers should analyze consumers’ shopping basket in conjunction with monitoring the competitors’ category prices for intelligent pricing of items in consumers’ basket. Retailers of the same format must use price advertising because competitors’ price information impacts store traffic. It would benefit retailers to identify power categories which can draw consumers to a store and reduce their probability of choosing the competing store. Retailers should promote different SKU’s in categories for which consumers visit the competing stores as well." @default.
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• W1662230595 date "2013-05-26" @default.
• W1662230595 modified "2023-09-24" @default.
• W1662230595 title "What drives Consumer to Competing Multiproduct Grocery Stores? An Empirical Investigation" @default.
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