Consumer Demographics, Retail Attributes and Cross-Shopping Behavior

Jason M. Carpenter, Marguerite Moore


Apparel shoppers are provided with an unprecedented number of retail formats from which to choose. As a result, apparel retailers face intense competition from both intra-type and inter-type firms. The extant literature on cross-shopping is limited, and updated profiles of cross-shoppers versus single-format shoppers are needed to improve our understanding of retail format choice under current competitive conditions. This research considers variables including gender, age, income, education, race, marital status and household size for their effect on cross-shopping behavior among a sample of U.S. consumers. Additionally, the importance of retail attributes such as price competitiveness, product selection, and convenience is investigated. The results inform marketing strategy for apparel retailers.

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