Lead Products, Marketing Profits, and Retail Store Choice
Choi, Pilsik
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Permalink
https://hdl.handle.net/2142/84541
Description
Title
Lead Products, Marketing Profits, and Retail Store Choice
Author(s)
Choi, Pilsik
Issue Date
2005
Doctoral Committee Chair(s)
James Hess
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Language
eng
Abstract
Based on the data collected at two supermarkets, it is found that lead products do exist, and they can influence consumers' store choice decisions. Consumers form associations between product categories and the most preferred stores for those product categories, and these associations are stronger in frequently purchased product categories than in infrequently purchased ones. These associations help consumers choose a store once lead products are identified. Lead products in perishable and frequently purchased product categories do not influence store choice. As a group, however, lead products in all product categories influence consumers' store choice. Specifically, meat/seafood, grocery, and liquor were found to significantly influence store choice decisions. The number of stores patronized, shopping trip type, age type, and distance to the store do not moderate the influence of lead products on store choice. Lastly, marketing profits provide quite different, yet more useful information about stores' profitability than the information that accounting profits provide. Different product categories draw consumers to different supermarkets. Overall, these findings suggest strong evidence for lead products as a viable store choice factor.
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