Shopper characteristics, product and store choice criteria: a survey in the Greek grocery sector
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 October 2003
Abstract
Considers the brand and store choice behaviour of grocery shoppers and explores relationships among consumer characteristics, brand choice criteria and store selection criteria. A survey was carried out to collect data on demographic profiles and decision criteria of shoppers in the Greek grocery sector. The data were collected through in‐store, personal interviews and subsequently analysed using descriptive as well as optimal scaling methods. The data reveal asymmetric evaluations of choice criteria and some clear and interesting patterns regarding the two choice processes. In addition, several associations between brand and store preferences are identified and related to specific demographic characteristics of the consumers. The present work is a first attempt at addressing these issues in the grocery Greek market and leaves considerable room for further research.
Keywords
Citation
Baltas, G. and Papastathopoulou, P. (2003), "Shopper characteristics, product and store choice criteria: a survey in the Greek grocery sector", International Journal of Retail & Distribution Management, Vol. 31 No. 10, pp. 498-507. https://doi.org/10.1108/09590550310497021
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited