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Article
Publication date: 10 April 2017

Sanit Srichookiat and Teerasak Jindabot

As a result of the growth of the modernization of retailing, small family grocers have suffered because of the disadvantages of their limited operating resources in comparison to…

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Abstract

Purpose

As a result of the growth of the modernization of retailing, small family grocers have suffered because of the disadvantages of their limited operating resources in comparison to those of corporate chain retailers. The purpose of this paper is to use the biological analogy of natural selection to illustrate how the idea of retail coexistence rather than mutually exclusive competition can work to the benefit of small family grocers. The inherent differences between chain retailers and small family grocers are examined and their inherent advantages identified. The appropriate strategies for small family grocers toward the particular market are then proposed.

Design/methodology/approach

The review of literature is implemented through the lens of biological analogy to identify the inherent advantages of small family grocers over chain retailers. Resource-advantage (R-A) theory is then incorporated to explain the synthesized framework.

Findings

Size and operational orientation are identified as the inherent differences that small family grocers can utilize to gain some inherent advantages over chain retailers in relation to the proposed segments. The establishment of a personal relationship with the customer is the key inherent advantage that is naturally facilitated by the individual orientation of the small family grocer. Within R-A theory, inherent advantage is seen as a special case of a comparative advantage in resources.

Originality/value

The different viewpoint inspired by the biological analogy that permits small family grocers to shift their mindset from retail competition to retail coexistence and to re-examine their own inherent advantages to serve the heterogeneous demand of consumers.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 4
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 November 2018

Sanit Srichookiat and Teerasak Jindabot

This paper aims to focus on the consumers’ decision process to clarify the salient attributes within the in-store environment of small independent grocers. Thus, the relative…

294

Abstract

Purpose

This paper aims to focus on the consumers’ decision process to clarify the salient attributes within the in-store environment of small independent grocers. Thus, the relative importance among environmental factors and their explicit monetary values is clarified.

Design/methodology/approach

The conjoint approach was applied to form a set of hypothetical environments virtualised through an interactive computer-aided simulation. Each of the 241 respondents was asked to evaluate their patronage intention on the basis of a given set of 18 virtual environments.

Findings

The results revealed the greater importance of the social environment in comparison to design and ambient cues, which consumers use in determining their patronage of stores. The final recommended environment offers some explicit value added to customers.

Originality/value

In contrast to most environmental studies, this study considered consumers’ decision processes, using conjoint analysis to clarify the relative importance and value of the environmental aspects affecting small independent grocers.

Details

Journal of Consumer Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0736-3761

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