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The marketing firm: Retailer and consumer contingencies

The marketing firm: Retailer and consumer contingencies

Titill: The marketing firm: Retailer and consumer contingencies
Höfundur: Larsen, Nils Magne
Sigurdsson, Valdimar   orcid.org/0000-0002-2420-4863
Breivik, Jørgen
Fagerstrøm, Asle
Foxall, Gordon   orcid.org/0000-0002-3572-6456
Útgáfa: 2019-07-24
Tungumál: Enska
Umfang: 203-215
Háskóli/Stofnun: Háskólinn í Reykjavík
Reykjavik University
Svið: Viðskiptadeild (HR)
School of Business (RU)
Birtist í: Managerial and Decision Economics;41(2)
ISSN: 0143-6570
1099-1468 (eISSN)
DOI: 10.1002/mde.3053
Efnisorð: Management of Technology and Innovation; Management Science and Operations Research; Strategy and Management; Business and International Management; Stores, Retail; Costs; Efficiency; Consumers; Consumer behavior; Marketing; Stjórnun; Markaðsfræði; Verslanir; Smásala; Skilvirkni; Viðskiptavinir; Kauphegðun; Neytendahegðun
URI: https://hdl.handle.net/20.500.11815/2467

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Tilvitnun:

Larsen, N. M., Sigurdsson, V., Breivik, J., Fagerstrom, A., & Foxall, G. R. (2020). The marketing firm: Retailer and consumer contingencies. Managerial and Decision Economics, 41(2), 203–215. https://doi.org/10.1002/mde.3053

Útdráttur:

Efficiency has emerged as an important consumer value and thus has increased the importance of the in-store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in-store efficiency ratios and the retailers' natural sources of resistance to offer efficiency to all of their customers. We propose new behavioral metrics for consumer transaction costs. Our data from the behavioral tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.

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This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited

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