Store choice in computer retailing: the case of home users in Greece
Abstract
Purpose
This paper aims to evaluate the relationship between demographics and the choice of retail outlet in the computer retailing sector in Greece so as to provide a general understanding of what criteria home computer users' use in selecting a retail outlet.
Design/methodology/approach
A convenience sample of 600 consumers was employed. The respondents had purchased a computer or a peripheral device at most four weeks prior to the interview. The data was collected through personal interviews. Also, a pilot test for content and face validity was conducted. Descriptive statistics, as well regression and factor analysis, were performed to evaluate the data.
Findings
Demographics have a strong predicting power over store choice in the computer retailing sector in Greece. Retail location, which is traditionally considered among the most important store choice determinants, is not that strong in the case of the purchase of computers and peripherals.
Research limitations/implications
In order to generalise from the current findings a stratified sample in terms of demographics and geographical coverage could be used and examined. In addition, the influence of e‐purchases should be considered.
Practical implications
Competition in retailing relies on an understanding of consumer behaviour. The results are partially consistent with the findings of previous studies in other retailing sectors and also suggest retailing strategy implication for retailers operating in Greece.
Originality/value
The paper is unique because it analyses store selection criteria in computer retailing, a field where very few similar research studies exist.
Keywords
Citation
Theodoridis, C.D. and Priporas, C. (2009), "Store choice in computer retailing: the case of home users in Greece", EuroMed Journal of Business, Vol. 4 No. 1, pp. 58-68. https://doi.org/10.1108/14502190910956693
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited