Outlet patronage in on-the-go consumption: An analysis of patronage preference drivers for convenience outlets versus traditional retail outlets
- 作者：Raphael Heider ; Raphael.Heider@myebs.de ; Sabine Moeller
- 关键词：On-the-go consumption ; Convenience ; Retailing ; Fast food ; Patronage preferences ; Channel choice ; Format choice
- 刊名：Journal of Retailing and Consumer Services
- 出版年：2012
- 期刊代码：61_09696989
- 类别：bus
- 出版时间：May, 2012
- 卷：19
- 期：3
- 页码：313-324
- 文件大小：277 K
摘要
This study investigates patronage preferences of consumers who purchase and consume food and beverages while they are on-the-go (on-the-go consumption). The focus is on the drivers of patronage preferences for convenience outlets versus traditional retail outlets. A literature based model of patronage preferences is developed in this paper. It is tested based on data collected from a Dutch online sample (n=669) through binary logistic regression. The results reveal that significant relationships exist between patronage preferences in on-the-go consumption and the assortment offered as well as the opportunity to consume products without effort. Moreover, significant relationships between patronage preferences and consumers' time pressure as well as their health orientation exist. Consumers' income and their place of residence allow for limited inferences only. Based on the findings managerial recommendations are developed and avenues for further research are pointed out.