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Communication Dans Un Congrès Année : 2011

WHAT IS THE SHOPPERS' PERCEPTION OF MULTILOCATION? A FIRST MEASUREMENT

Résumé

The paper proposes a measure of the perception of multilocation in order to examine its potential impact on the shoppers’ attitudes. Indeed, numbers of brands choose to exploit several stores within a reduced shopping area in order to ensure their development. Researches in retailing have tackled the issue of multilocation from the retailers’ perspective, but there is no research from the consumers’ perspective. Not being “customer centric”, measuring the impact of multilocation on shopping behaviors can produce better outcomes for the firm and for the consumer. To measure the shoppers’ perception of multilocation, a new scale was created. The main result of our research is that shoppers’ perception of multilocation is not a positive and simple construct. Faced with a standardization of shopping areas and homogeneous streets, shoppers may also develop a negative attitude.
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Dates et versions

hal-01743618 , version 1 (26-03-2018)

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  • HAL Id : hal-01743618 , version 1

Citer

Aurélia Michaud-Trévinal. WHAT IS THE SHOPPERS' PERCEPTION OF MULTILOCATION? A FIRST MEASUREMENT. Academy of Marketing Science World Marketing Congress , Jul 2011, Reims, France. ⟨hal-01743618⟩
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