Store choice and patronage: a predictive modelling approach

Luiz Moutinho · Graeme Hutcheson

16 citations0/0 files storedInternational Journal of Business Innovation and Research

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Factor multinomial logistic regression and cluster analyses are used in combination to provide a predictive model of store patronage behaviour for consumers in Cardiff, Wales. A subset of variables and factors that are important for consumers when choosing a supermarket were used to provide a picture of each store's clientele. Multinomial logistic regression allowed an overall model of supermarket choice to be developed and also enabled comparisons to be made of individual supermarkets within the sample. A detailed picture of store patronage is presented along with predictions about store choice for a number of 'consumer clusters'. The results demonstrate the utility of the predictive multinomial models when used in conjunction with other analytical techniques and reinforce a number of studies that have investigated patronage behaviour.

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References

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