- Title
- Retail centre convenience : Its' influence over consumer patronage behaviour
- Creator
- Reimers, Vaughan; Clulow, Val
- Date
- 2009
- Type
- Text; Conference paper
- Identifier
- http://researchonline.federation.edu.au/vital/access/HandleResolver/1959.17/42569
- Identifier
- vital:6374
- Identifier
- http://pandora.nla.gov.au/pan/25410/20110307-1059/www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-410.pdf
- Identifier
- ISBN:1863081585
- Abstract
- The modern consumer seeks to maximise the value they derive from all their marketing exchanges. While there are two ways this can be achieved, current academic interest is typically focused on just one: increasing the hedonic benefits obtained from shopping. This study focuses on the other side of the equation: increasing value by decreasing the time, space and effort costs of shopping. Utilising a survey of consumer households, this study examines the importance of convenience in a multi-purpose shopping context. Analysis revealed that consumers prefer and visit most frequently, the retail form they consider most convenient. Moreover, the greater the convenience they associate with an attribute, the greater the importance they assign to it.
- Publisher
- Australian & New Zealand Marketing Academy (ANZMAC)
- Relation
- Proceedings of the ANZMAC 2009 Conference p. 1-8
- Rights
- Copyright open access
- Rights
- Open Access
- Rights
- This metadata is freely available under a CCO license
- Subject
- 1505 Marketing; Atmospherics; Customer experience; Experiential; Retail centre
- Full Text
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