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Importance ratings of grocery store attributes

Artikel i vetenskaplig tidskrift
Författare Elin Nilsson
Tommy Gärling
Agneta Marell
Ann-Carin Nordvall
Publicerad i International Journal of Retail & Distribution Management
Volym 46
Nummer/häfte 1
Sidor 63-91
ISSN 0959-0552
Publiceringsår 2015
Publicerad vid Psykologiska institutionen
Sidor 63-91
Språk en
Ämnesord Choice, Marketing strategy, Grocery store attributes, Importance ratings
Ämneskategorier Psykologi

Sammanfattning

Abstract. Purpose – The purpose of this paper is to develop a comprehensive set of grocery store attributes that can be standardized and used in empirical research aiming at increasing retailers’ understanding of determinants of grocery store choice, and assessing how the relative importance of the attributes is affected by consumer socio-demographic characteristics and shopping behaviour. Design/methodology/approach – An internet survey of 1,575 Swedish consumers was conducted. A large set of attributes was rated by the participants on seven-point scales with respect to their importance for choice of grocery store. Principal component analysis (PCA) resulted in a reduced set of reliably measured aggregated attributes. This set included the attractiveness attributes price level, supply range, supply quality, service quality, storescape quality, facilities for childcare, and closeness to other stores, and the accessibility attributes easy access by car, easy access by other travel modes, and availability (closeness to store and opening hours). Findings – The results showed that accessibility by car is the most important grocery store attribute, storescape quality and availability the next most important and facilities for childcare the least important. It was also found that socio-demographic factors and shopping behaviour have an impact on the importance of the store attributes. Originality/value – A comprehensive set of attractiveness and accessibility attributes of grocery stores that can be standardized and used in empirical research is established. The results are valid for the Swedish-European conditions that differ from the conditions in North America where most previous research has been conducted. The results reveal the relative importance grocery-shopping consumers place on controllable attractiveness attributes compared to uncontrollable accessibility attributes as well as the relative importance of the attributes within each category.

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