| Abstract: |
The literature on store choice has mainly studied the store attributes, and
ignored the consumer attributes in store choice. Even when, the consumer
attributes have been incorporated the strength of relationship has been weak.
Also, the literature on store choice has completely ignored format choice,
when studying store choice. The paper argues for incorporating both the
shopper attributes in store choice, and the store formats. Shopper attributes
can be captured through the demographic variables, as they can be objectively
measured, and these also capture a considerable amount of attitudinal and
behavioural variables. The paper proposes to link store choice, format choice
and consumer demographic variables, through a hierarchical logistic choice
model in which the consumers first choose a store format and then a particular
store within that format. A nested logit model is developed, and the variables
predicting the choice probabilities are identified. The requirement of data
for the empirical analysis is specified, the model has not been verified in
the absence of empirical data but the operationalization of variables is done. |