In contrast to a currently held assumption, cross-shopping is shown to produce incremental business for a retail firm. The conditions under which such cross-shopping occurs are specified. The results of a study of a specialty store chain's growth problem demonstrate that these conditions can be measured by use of accepted research techniques. The strategic implications of the results are discussed.
Get full access to this article
View all access options for this article.
References
1.
CooleyWilliam W., and LohnesPaul R.Multivariate Data Analysis.New York: John Wiley and Sons, Inc., 1971.
2.
DavidsonWilliam R., DoodyAlton F., and SweeneyDaniel J.Retailing Management, 4th ed. New York: The Ronald Press Co., 1975.
3.
HarmanHarry H.Modern Factor Analysis, 2nd ed. Chicago: University of Chicago Press, 1967.
4.
HolmesJ. H.“Profitable Positioning for Retailers,”Journal of the Academy of Marketing Science, 2(Spring 1974), 332–9.
5.
MarcusBurton H.“Image Variation and the Multi-Unit Retail Establishment,”Journal of Retailing, 48(Summer 1972), 29–43.
6.
MayEleanor G.“Store-to-Store and Department-to-Department Image Comparisons,” working paper, Marketing Science Institute, 1972.
7.
McNairMalcolm P., and MayEleanor G.“The Evolution of Retail Institutions in the United States,” Report No. 76-100, Marketing Science Institute, 1976.
8.
PessemierEdgar A., and BrunoAlbert V.“An Empirical Investigation of the Reliability and Stability of Selected Activity and Attitude Measures,” Reprint Series No. 391, Krannert Graduate School of Industrial Administration, 1971.
9.
PessemierEdgar A., and TigertDouglas J.“Personality, Activity, and Attitude Predictors of Consumer Behavior,”Proceedings, National Conference, American Marketing Association, 1966, 332–47.
10.
RummelRudolph J.Applied Factor Analysis.Evanston, Illinois: Northwestern University Press, 1970.
11.
TillmanRollie. “Rise of the Conglomerchant,”Harvard Business Review, 49(November–December 1971), 44–51.
12.
WellsWilliam D.“Psychographics: A Critical Review,”Journal of Marketing Research, 12(May 1975), 196–213.
13.
WilsonClark L.“Homemaker Living Patterns and Market Behavior—A Psychographic Approach,”Proceedings, National Conference, American Marketing Association, 1966, 305–31.
