Abstract
The purpose of this paper is to profile three grocery retail formats (non-discounter, soft discounter, and hard discounter) in the Netherlands using Holbrook’s value types. These value types are linked to three consumer behavior outcomes, i.e., Satisfaction, Repurchase intention, and Word-of-Mouth. The impact of the retail formats is evaluated on the importance and performance of the value types, using a questionnaire for each of the retail formats. The relationship between the value types and outcomes is tested with partial least squares structural equation modeling (PLS-SEM). Aesthetics, Altruistic value, and Efficiency are positively linked to Satisfaction. In addition, Efficiency is the key driver for Repurchase intention and has a positive impact on Word-of-Mouth. A positive Word-of-Mouth is predicted by Social value and Service excellence. The three examined retail formats show a difference in Holbrook’s value types. Overall, the results of the non- and soft discounters differ from the hard discounters. Remarkably, and contrary to previous studies, the soft discounter’s scores are the highest meaning that consumers are most critical for this retail format. It seems that consumers expect the best of both worlds at soft discounters: low prices, interesting bargains, easy access, but also appealing store design, and excellent service.
Highlights
Nowadays, consumers have a wide variety of choice in food products, and a broad range of grocery stores to choose from
The final sample consists of 126 respondents (n = 62 for the non-discounter, n = 31 for the soft discounter and n = 33 for the hard discounter)
The overall results indicate a positive influence, the scores do differ, not significantly, between the retail formats. It is more important for non-discounters and soft discounters to have an appealing store design than it is for hard discounters to keep customers satisfied
Summary
Consumers have a wide variety of choice in food products, and a broad range of grocery stores to choose from. Whereas prices in specialty stores are relatively high, grocery stores offer a myriad of brands and generics making shopping for food affordable to all [2]. All these options make grocery shopping a complex experience and may cause shopper anxiety due to the overwhelming choice. Many aspects play a part in making this decision, but designing experiential marketing strategies to create greater customer value through consumption has definitely become one of the aspects by which retailers can differentiate themselves [4]. As a key concept in experiential marketing and services research, customer value plays a fundamental role in customers’ decision-making and evaluation processes [5]. Meeting consumers’ needs and wants and creating customer value can be used as a competitive advantage in influencing consumers’ buying behavior
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
