Abstract:In making their decision to purchase fresh food from a retail store, the consumer behaviour literature identifies three key factors: (i) offer quality; (ii) a competitive price; and (iii) convenience. In an effort to reduce the decline in patronage as more fresh produce moves directly from growers to the major chain stores, the Perth Metropolitan Market commissioned an exploratory study to identify how consumers choose between alternative retail stores. Four categories of store were identified: (i) the major s… Show more
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