L’acquirente cross-format: modelli di mobilità nel rocery

Titolo Rivista MERCATI E COMPETITIVITÀ
Autori/Curatori Beatrice Luceri, Sabrina Latusi, Elisa Martinelli
Anno di pubblicazione 2014 Fascicolo 2014/3
Lingua Italiano Numero pagine 21 P. 19-39 Dimensione file 115 KB
DOI 10.3280/MC2014-003003
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Lo studio indaga il comportamento di acquisto cross-format nel settore dei beni di largo consumo. L’obiettivo è mettere in relazione il numero di canali di acquisto utilizzati con un insieme di caratteristiche riferite al consumatore, secondo l’approccio costi- benefici. I dati di un campione di 1.674 consumatori indicano che, tra le caratteristiche socio-demografiche della domanda, solo il genere impatta sui modelli di frequentazione delle forme distributive. Ulteriori determinanti della mobilità risultano il canale di acquisto prevalente e la percezione dell’attività di acquisto. Le implicazioni manageriali sono discusse con indicazioni per la ricerca futura.;

Keywords:Forme distributive, comportamento di acquisto, fedeltà del cliente, competizione tra canali, beni di largo consumo, distribuzione al dettaglio.

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Beatrice Luceri, Sabrina Latusi, Elisa Martinelli, L’acquirente cross-format: modelli di mobilità nel rocery in "MERCATI E COMPETITIVITÀ" 3/2014, pp 19-39, DOI: 10.3280/MC2014-003003