Consumer‐specific determinants of the size of retail choice sets: an empirical comparison of physical good and service providers

Abstract

Examines the relationship between consumer‐specific constructs and the size of consumer retail choice sets for four different types of retailers: convenience/quick‐stop stores, fast‐food outlets, health clubs and medical services. Includes in the analysis consumer experience, product class importance, brand‐decision importance, perceived risk, brand loyalty and demographics as predictors of the size of awareness, consideration/evoked and reconsideration set sizes. Finds that when comparing physical goods as opposed to service providers, the size of retail choice sets differs significantly and that consumer experience and reseller loyalty are important predictors of choice set size. Indicates that the size of a consumer’s choice set decreases as a retailer’s product offerings move along the continuum from pure physical goods to pure services. Identifies and discusses managerial and research implications of the results.