Abstract
The authors analyze the relationship between the geodemographic profile of consumers and retail format choice while accounting for the effects of spatial convenience. The proposed analytic model assumes that format choice is an implicit portion of store choice, such that a geodemographic profile functions as a determinant of format choice, and spatial convenience is a determinant of store choice. The results show that some geodemographic dimensions capture preferences for certain store formats and thereby facilitate retailers’ selection of geographic markets. The results also indicate that obviating the effect of spatial convenience may lead to biased estimations.
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Acknowledgments
The authors are grateful for the collaboration of Experian Marketing Services, Publicaciones Alimarket, and the Office of Statistics of the City Council of Salamanca (Spain) for the empirical portion of this study. This research was financed by the Regional Ministries of Education and Culture and Economy and Employment of Castile and Leon, Spain. The authors also thank two anonymous reviewers for their insightful comments on a previous version of this article.
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González-Benito, Ó., Bustos-Reyes, C.A. & Muñoz-Gallego, P.A. Isolating the geodemographic characterisation of retail format choice from the effects of spatial convenience. Market Lett 18, 45–59 (2007). https://doi.org/10.1007/s11002-006-9000-z
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DOI: https://doi.org/10.1007/s11002-006-9000-z