Store choice in computer retailing: the case of home users in Greece

Abstract

PurposeThis paper aims to evaluate the relationship between demographics and the choice of retail outlet in the computer retailing sector in Greece so as to provide a general understanding of what criteria home computer users' use in selecting a retail outlet.Design/methodology/approachA convenience sample of 600 consumers was employed. The respondents had purchased a computer or a peripheral device at most four weeks prior to the interview. The data was collected through personal interviews. Also, a pilot test for content and face validity was conducted. Descriptive statistics, as well regression and factor analysis, were performed to evaluate the data.FindingsDemographics have a strong predicting power over store choice in the computer retailing sector in Greece. Retail location, which is traditionally considered among the most important store choice determinants, is not that strong in the case of the purchase of computers and peripherals.Research limitations/implicationsIn order to generalise from the current findings a stratified sample in terms of demographics and geographical coverage could be used and examined. In addition, the influence of e‐purchases should be considered.Practical implicationsCompetition in retailing relies on an understanding of consumer behaviour. The results are partially consistent with the findings of previous studies in other retailing sectors and also suggest retailing strategy implication for retailers operating in Greece.Originality/valueThe paper is unique because it analyses store selection criteria in computer retailing, a field where very few similar research studies exist.