DETERMINING CONSUMER-BASED RETAILER EQUITY AND THE DISCRIMINATION OF FREQUENT SHOPPERS: AN EMPIRICAL STUDY

Abstract

The concept of retailer equity was derived from the concept of brand equity, based on the premise that, similar to brands, retailers possess “equity.” Retailer equity was identified as the differential effect of retailer knowledge on customer response to the marketing of the retailer. It is an important concept since it can be a source of competitive advantage for retailers. This study determines the retailer equity perceptions of frequent and less-frequent shoppers and puts forward the discriminating variables between them through their perceptions. In the study, confirmatory factor analysis and discriminant analysis were used. As a result it was found that frequent shoppers do differ from lessfrequent shoppers regarding their retailer equity perceptions and they have more positive perceptions for retailer equity dimensions.