Using conjoint analysis the sensitivity for the four most important retail attnbutes price, quality, assortment and locational convenience for food stores is measured for a sample of 400 consumers in Tilburg, The Netherlands In a second wave the actual shopping behavior is measured using a self-administrated questionnaire The sensitivity scores are used separately and m conjunction, as sensitivity patterns, to explain patterns of shopping behavior as well as separate shopping characteristics The relationships found, suggest the usefulness of this kind of approach as it gives in-depth insight into shopping behavior and choice of grocery store

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