Marketing Letters

, Volume 10, Issue 1, pp 5–23 | Cite as

Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance

  • Werner J. Reinartz
  • V. Kumar


Four factors have traditionally been identified in influencing store performance: store-, market-, and consumer characteristics and competition. Given partially conflicting and, in some cases, dated findings in the literature we want to re-assess the effects. In particular, past research has usually considered only two out of the four constructs at any time, which is likely to result in erroneous interpretation of results. We draw upon a unique cross-sectional sample of grocery stores with a wide array of store characteristic, store performance, trade area, and consumer demographic variables. Using structural modeling, our prime interest is to assess the differential impact of store attractiveness, market potential, and socio-economic status on two different store performance measures, while controlling for competitive effects. We find that the market potential of a store is by far the most important driver of store sales performance and sales productivity performance. With one exception, the model and the data support the hypothesized relationships about the direction and the strength of the impact of a store's attractiveness, market potential and socio-economic characteristics of the trade area on a store's performance.

Store positioning store location structural equation modeling 


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Copyright information

© 1999 Kluwer Academic Publishers, Manufactured in The Netherlands 1999

Authors and Affiliations

  • Werner J. Reinartz
    • 1
  • V. Kumar
    • 2
  1. 1.Department of MarketingUniversity of Houston, College of Business AdministrationHouston
  2. 2.Department of MarketingUniversity of Houston, College of Business AdministrationHouston

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