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In Search of a Theory of Shopping Value: The Case of Rural Consumers

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  • Vincent Amanor-Boadu

Abstract

Although the challenges facing rural retailers have been attributed to competition and decreasing population, this paper defines the problem from rural consumers’ perspective. It argues that consumers select shopping location on its shopping value, determined by its attractiveness and accessibility. The results indicate that locations closest to the consumer’s residence offer the highest shopping value for groceries and other low-order goods. They also show that increasing gasoline prices favor local retailers. Rural retailers may use these results to implement differentiating strategies that increase their attractiveness, accessibility, and consequently their competitiveness.

Suggested Citation

  • Vincent Amanor-Boadu, 2009. "In Search of a Theory of Shopping Value: The Case of Rural Consumers," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 31(3), pages 589-603.
    • Handle: RePEc:oup:revage:v:31:y:2009:i:3:p:589-603.
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    File URL: http://hdl.handle.net/10.1111/j.1467-9353.2009.01455.x
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    References listed on IDEAS

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    1. Georgeanne M. Artz & Kenneth E. Stone, 2006. "Analyzing the Impact of Wal-Mart Supercenters on Local Food Store Sales," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 88(5), pages 1296-1303.
    2. John T. Gourville & Dilip Soman, 2005. "Overchoice and Assortment Type: When and Why Variety Backfires," Marketing Science, INFORMS, vol. 24(3), pages 382-395, July.
    3. Stephan J. Goetz & Hema Swaminathan, 2006. "Wal‐Mart and County‐Wide Poverty," Social Science Quarterly, Southwestern Social Science Association, vol. 87(2), pages 211-226, June.
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    1. Schipmann, Christin & Qaim, Matin, 2011. "Modern food retailers and traditional markets in developing countries: Comparing quality, prices, and competition strategies in Thailand," GlobalFood Discussion Papers 108348, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.
    2. Shahzad Nasim & Musarrat Shamshir, 2018. "Consumer Behavior Towards Shopping Malls: A Systematic Narrative Review," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 14(1), pages 81-94.
    3. Shahzad Nasim & Musarrat Shamshir, 2018. "Consumer Behavior Towards Shopping Malls: A Systematic Narrative Review," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 14(1), pages 14-17.
    4. Dev Narayan Sarkar & Kaushik Kundu & Himadri Roy Chaudhuri, 2016. "Purchase Preference Factors for Traditional Rural Retailers: A Cross-sectional Conceptual Study," Vikalpa: The Journal for Decision Makers, , vol. 41(1), pages 9-27, March.
    5. Randall Akee & Elton Mykerezi & Richard M. Todd, 2017. "Reservation Employer Establishments: Data from the U.S. Census Longitudinal Business Database," Working Papers 17-57, Center for Economic Studies, U.S. Census Bureau.
    6. Peterson, Hikaru Hanawa & Peterson, Jeffrey M., 2014. "Store Choices of Rural Grocery Shoppers Using an Attribute Screening Model," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170698, Agricultural and Applied Economics Association.

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