Investigating Consumers' Tendency to Combine Multiple Shopping Purposes and Destinations

Abstract

Investigating consumers' tendency to combine multiple shopping purposes and destinations Dellaert, B.G.C.; Arentze, T.; Bierlaire, M.; Borgers, A.; Timmermans, H.J.P. Publication date: 1997 Link to publication Citation for published version (APA):Dellaert, B. G. C., Arentze, T., Bierlaire, M., Borgers, A., & Timmermans, H. J. P. (1997). Investigating consumers' tendency to combine multiple shopping purposes and destinations. (CentER Discussion Paper; Vol. 1997-94). CentER. General rightsCopyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright owners and it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights.-Users may download and print one copy of any publication from the public portal for the purpose of private study or research -You may not further distribute the material or use it for any profit-making activity or commercial gain -You may freely distribute the URL identifying the publication in the public portal Take down policyIf you believe that this document breaches copyright, please contact us providing details, and we will remove access to the work immediately and investigate your claim. JEL classification: D12, M31, L81, R15Acknowledgments: The authors thank Jordan Louviere, Robert Meyer and four anonymous reviewers for their valuable comments on earlier versions of this paper and Robert Bartels for valuable suggestions and editorial comments on the final manuscript text. The authors are responsible for any remaining errors. AbstractDue to the increasing time presswe that they face, many consumers aze becoming more concemed about the efficiency of their shopping patterns. Retailers have recognize this trend, have improved shopping convenience by offering greater variety in product categories and making it easier for conswners to combine visits to multiple stores. However, little is known about how conswners improve the efficiency of their shopping trips, or how changes in retail supply affect the way in which consumers combine multiple purposes and destinations. Building on previous work in consumer shopping trip modeling and conjoint design theory, this paper introduces a choice-based conjoint approach to studying and modeling this phenomenon. The approach is illustrated in a case study which investigated the tendency of Dutch shoppers to combine grocery, drugstore and clothing pwchases across multiple shopping destinations. It was observed that the tendency of consumers to combine pwchases differed from category to category and also depended on category availability. In general, consumers combined considerably less pwchases than could be expected if their shopping trip planning were based pwely on travel cost minimization.2

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