The values of experience and multiple attendance: the case of grocery shopping.
Abstract: The development of food retailing from the premise of mass purchase now faces the phenomenon of the multiplication of channels and store attendance. Why would individuals be interested in visiting several stores ? In response to this question, the research proposes a novel analysis, mobilizing the theoretical frameworks of experience and consumption values. Could the values derived from grocery shopping activity by clients explain multi-store attendance behaviour ? Four main objectives underlie this research :understand the experience and the value derived from the activity of "shopping",operationalize the consumption value of the activity,qualify behaviours of multi-store attendance,explain multi-store attendance in order to understand the complementarity of store types.
The main results of this research enable me to state that the value derived from the activity is an explanatory factor in multi-store attendance behaviour. There is a dual dynamic of evaluation and multi-store attendance, from which the habits of a customer can be assessed. For practitioners, the value of the activity can be used as a way of interpreting the positioning of retail chains and as a way to lever multi-store attendance and to manage multi-loyalty.