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Measuring and analysing store switching
[Mesure et analyse de la multi-fidélité aux magasins]

Author

Listed:
  • Christine Balagué

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Laurence Daudigeos

    (TNS Sofres)

  • Marc Vanhuele

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Xavier Dreze

    (UCLA Anderson School of Management)

Abstract

Store switching is of major concern to retailers. As a result, they rely heavily on sales promotions and therefore, indirectly, make manufacturers pay part of the price of store switching. Different consumers switch stores for different reasons. A more sophisticated understanding of these differences permits the development of marketing strategies to address store switching. Based household panel data representative for France, our approach proposes segmenting households based on a combination of cluster analysis and managerial interpretation. Central to our approach is the development of a store-by-format share profile for each household. This profile is linked to switching patterns across stores for different types of shopping baskets.

Suggested Citation

  • Christine Balagué & Laurence Daudigeos & Marc Vanhuele & Xavier Dreze, 2003. "Measuring and analysing store switching [Mesure et analyse de la multi-fidélité aux magasins]," Post-Print hal-02550329, HAL.
    • Handle: RePEc:hal:journl:hal-02550329
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