Abstract
Data on supermarket choice were solicited from a sample of 496 respondents in Gainesville during a two-week period in 1987. These data are used to examine the effect of store chain on supermarket choice by calibrating logit models of store choice with a number of independent variables. The results of the effect of chain image are assessed and are also disaggregated by shopper type. The study was prompted by a general feeling that the three major supermarket chains represented in Gainesville attracted different groups of consumers and this was in some ways independent of the location of the stores. This study is an attempt to quantify the role of chain image in store choice. Chain image emerges from this study as the second most important variable behind distance in explaining supermarket choice. Consumers in this study appear to identify very closely with a particular chain independently of its location. -from Authors
| Original language | English (US) |
|---|---|
| Title of host publication | Papers & Proceedings of Applied Geography Conferences - State University of New York at Binghamton |
| Pages | 9-15 |
| Number of pages | 7 |
| Volume | 12 |
| State | Published - 1989 |
| Externally published | Yes |
ASJC Scopus subject areas
- Earth and Planetary Sciences(all)
- Environmental Science(all)