Literature Review for Woolworths Research Essay - 1

Literature Review for Woolworths Research - Essay ExampleMarketing scholars and practitioners be possessed of long agreed that the factors which determine a customers decision to shop in a specific store are integral as it not only where customers strike to shop, but also what they shop and how much they buy. The key factors identified that influence customers store choice carriage include store outlay, store assortments, convenience in location, availability, and a variety of merchandise, value added store services, personal interaction, physical appearance and promotional activities in much(prenominal) stores. This factor comes third after location convenience and low prices. Assortment size may be in terms of a broad calamus of products and the retail price formats which may be either promotional pricing format (Hi-Lo) where prices change with changing seasons, or it may be everyday price format (EDLP) where prices are put down than competitors. Indeed in their analysis of price formats on store patronage, Bell, Ho and Tang (1998) showed that customers often traded off between lower prices and convenience where they would most likely visit a Hi-Lo store when they are purchasing less, and hence convenience beets price or they would most likely choose EDLP stores when they are purchasing more irrespective of the location of the store, hence low price beats convenience. Briesch, Chintagunta, and Fox (2009) affirm this by showing that customers would be unforced to travel a considerable distance to stores that have a wide assortment of products and low price to make their purchases.