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Consumer perceptions toward retail attributes of value retailers: functions of gender and repatronage intention

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This study examines value retail consumers' perceived retail attributes among consumer groups that are categorised by gender and repatronage intention in three value retail formats: supercenter, category killers and warehouse clubs. Using a multivariate profile analysis, overall profiles of four consumer groups (e.g., female high-repatronage, female low-repatronage, male high-repatronage, and male low-repatronage) were examined on six subsets of retail attributes: price, assortment, convenience, post-transaction, in-store information availability, and store environment. Three major tests of profile analysis - parallelism, flatness, and overall difference among consumer groups - revealed that four consumer groups demonstrated parallelism, but deviation from flatness. Overall differences existed among the four consumer groups for supercenters and warehouse clubs; no difference existed for category killers. Findings of the study showed that female consumers, in contrast to male consumers, presented significant difference in their perceived retail attributes between high- and low-repatronage groups. Managerial implications for value retailers were drawn from the findings.


Document Type: Research Article


Publication date: 2007-11-01

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