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L?acquirente cross-format: modelli di mobilit? nel rocery

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Listed:
  • Beatrice Luceri
  • Sabrina Latusi
  • Elisa Martinelli

Abstract

Lo studio indaga il comportamento di acquisto cross-format nel settore dei beni di largo consumo. L?obiettivo ? mettere in relazione il numero di canali di acquisto utilizzati con un insieme di caratteristiche riferite al consumatore, secondo l?approccio costi- benefici. I dati di un campione di 1.674 consumatori indicano che, tra le caratteristiche socio-demografiche della domanda, solo il genere impatta sui modelli di frequentazione delle forme distributive. Ulteriori determinanti della mobilit? risultano il canale di acquisto prevalente e la percezione dell?attivit? di acquisto. Le implicazioni manageriali sono discusse con indicazioni per la ricerca futura.

Suggested Citation

  • Beatrice Luceri & Sabrina Latusi & Elisa Martinelli, 2014. "L?acquirente cross-format: modelli di mobilit? nel rocery," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 19-39.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-003003
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