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The marketing firm: Retailer and consumer contingencies

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  • Nils Magne Larsen
  • Valdimar Sigurdsson
  • Jørgen Breivik
  • Asle Fagerstrøm
  • Gordon R. Foxall

Abstract

Efficiency has emerged as an important consumer value and thus has increased the importance of the in‐store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in‐store efficiency ratios and the retailers' natural sources of resistance to offer efficiency to all of their customers. We propose new behavioral metrics for consumer transaction costs. Our data from the behavioral tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.

Suggested Citation

  • Nils Magne Larsen & Valdimar Sigurdsson & Jørgen Breivik & Asle Fagerstrøm & Gordon R. Foxall, 2020. "The marketing firm: Retailer and consumer contingencies," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(2), pages 203-215, March.
    • Handle: RePEc:wly:mgtdec:v:41:y:2020:i:2:p:203-215
    DOI: 10.1002/mde.3053
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    Cited by:

    1. Sigurdsson, Valdimar & Larsen, Nils Magne & Pálsdóttir, Rakel Gyða & Folwarczny, Michal & Menon, R.G. Vishnu & Fagerstrøm, Asle, 2022. "Increasing the effectiveness of ecological food signaling: Comparing sustainability tags with eco-labels," Journal of Business Research, Elsevier, vol. 139(C), pages 1099-1110.
    2. Sigurdsson, Valdimar & Larsen, Nils Magne & Folwarczny, Michał & Fagerstrøm, Asle & Menon, R.G. Vishnu & Sigurdardottir, Freyja Thoroddsen, 2023. "The importance of relative customer-based label equity when signaling sustainability and health with certifications and tags," Journal of Business Research, Elsevier, vol. 154(C).

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