Title: Store choice and patronage: a predictive modelling approach

Authors: Luiz Moutinho, Graeme D. Hutcheson

Addresses: University of Glasgow, Department of Business and Management, Gilbert Scott Building, West Quadrangle, University Avenue, Glasgow, G12 8QQ, UK. ' University of Manchester, School of Education, Humanities Building, Oxford Road, Manchester, M13 9PL, UK

Abstract: Factor multinomial logistic regression and cluster analyses are used in combination to provide a predictive model of store patronage behaviour for consumers in Cardiff, Wales. A subset of variables and factors that are important for consumers when choosing a supermarket were used to provide a picture of each store|s clientele. Multinomial logistic regression allowed an overall model of supermarket choice to be developed and also enabled comparisons to be made of individual supermarkets within the sample. A detailed picture of store patronage is presented along with predictions about store choice for a number of |consumer clusters|. The results demonstrate the utility of the predictive multinomial models when used in conjunction with other analytical techniques and reinforce a number of studies that have investigated patronage behaviour.

Keywords: predictive modelling; multi-nomial logistic regression; factor analysis; cluster analysis; store choice; store patronage behaviour; Wales; consumer behaviour; supermarkets; supermarket choice.

DOI: 10.1504/IJBIR.2007.012109

International Journal of Business Innovation and Research, 2007 Vol.1 No.3, pp.233 - 252

Published online: 21 Jan 2007 *

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