Purpose -To provide a general understanding of grocery consumers' retail format choice in the US marketplace. Design/methodology/approach -A random sample of US grocery consumers (N ¼ 454) was surveyed using a self-administered questionnaire. Descriptive and inferential statistical techniques (regression, ANOVA) were used to evaluate the data. Findings -Identifies demographic groups who frequent specific formats (specialty grocers, traditional supermarkets, supercenters, warehouse clubs, internet grocers) and examines store attributes (e.g. price competitiveness, product selection, and atmosphere) as drivers of format choice.Research limitations/implications -The results included in this research were gathered and reported on an individual format basis. In order to capture consumer choices across a range of grocery retail formats, forcing respondents to compare formats was not initiated. In addition, data pertaining to whether consumers had access to each and every type of format in the study were not collected. Examination of how dimensions of consumer access limit or expand retail patronage behavior could also be highly beneficial to grocery retailers. Practical implications -This research provides grocery retailers that operate within the USA specific knowledge of the attributes that consumers consider to be most important when making format choices (e.g. cleanliness, price competitiveness, product assortment, courtesy of personnel), and identifies the demographic characteristics of these consumers. The results suggest marketing strategy implications for grocery retailers that operate in the US market. As competition in the sector continues to evolve and consumer demographics change within the US market, understanding the consumer-format choice linkage will be critical to retailer performance in the industry. Originality/value -This exploratory study uses demographics and store attributes as a framework for profiling consumers by their ultimate retail format choice. The paper is unique because there are few similar empirical studies focused on the US grocery sector.

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PurposeThe purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior.Design/methodology/approachA data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models.FindingsMillennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts.Research limitations/implicationsModels provide evidence that both supports and extends previous research into interactive media from a uses and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media.Practical implicationsFindings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively.Originality/valueThe paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US cohorts within the current generational cycle.

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PurposeTo examine whether consumers value the in‐store experience that retailers provide as part of the store as brand concept.Design/methodology/approachA sample of young adult consumers (N=188) was surveyed using a self‐administered questionnaire. Statistical techniques (MANOVA, post hoc tests) were used to evaluate the data.FindingsStatistical models indicate that consumers expect both hedonic and utilitarian value to be present when shopping in the store as brand context.Research limitations/implicationsThe findings are useful because they confirm significant differences in consumer perceptions of hedonic shopping value across several retail brands. Therefore, customers appear to recognize the uniqueness among the in‐store experience that retailers are working hard to achieve. This delivery of value, then, seems to be an effective source of differentiation.Practical implicationsThe results of this study indicate that retailers using a “store as the brand” strategy should continue to invest in creating a specific, unique shopping experience for their target customer. However, retailers should always be mindful that regardless of the excitement and fun delivered in the shopping experience, consumers appear to expect utility including the right merchandise, in the right place, at the right time, and at the right price.Originality/valueThis paper undertakes an empirical examination of consumer value for the broader concept of the retail brand (apparel) that encompasses the entire consumer shopping experience associated with the context.