Main-format dominance in consumers' FMCG cross-format shopping patterns. (May 2016)

• Record Type: Journal Article
• Authors: Klein, Andreas; Schmitz, Gertrud
• Is Part Of: Journal of retailing and consumer services. Volume 30(2016)
• Page Start: 105
• Page End: 115
• Publication Date: 2016-05
• Subjects: Cross-format patronage -- Shopping pattern -- Retail format dominance -- Retail format loyalty; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2015.11.011
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Although cross-format patronage has become a common phenomenon in markets for Fast Moving Consumer Goods (FMCG), research on consumers' specific cross-format combinations is limited. We study such shopping patterns by focusing on retail format utilization. A qualitative pre-study demonstrates consumers' patronizing combinations of typical retail formats in FMCG with main-format usage and provides underlying differences in consumers' perceived shopping utility for cross-format selection, which results from their utilized main-format. Our quantitative study reveals three clusters with main-format dominance, that is, mainly supermarket, discount store, and hypermarket shoppers complementarily utilizing fill-in formats to a much lesser extent. Whereas we found high inter-format loyalty in each consumer group, intra-format loyalty significantly varies between clusters. ANOVA and post hoc-tests concerning perceived shopping utility dimensions show that consumers' perceived acquisition utility rather than perceived transaction costs significantly differs between consumer groups. Highlights: Main-format dominance in consumers' cross-format shopping patterns in FMCG retailing. Supermarket, discount store and hypermarket shoppers with additional fill-in formats. High inter-format-loyalty, but different intra-format loyalty in a three cluster solution. Perceived shopping utility dimensions differ between consumer groups. Acquisition utility rather than transaction costs significantly differs between groups.