Consumer Choice of Retail Food Store Formats in Qingdao, China

This study analyzes Chinese consumer behavior across different retail food store formats and how household demographics affect shopping behavior. A multivariate probit model with four categories of retail food store formats (wet markets, small grocery stores, supermarkets, and hypermarkets) in Quindao, China is estimated. The results indicate that the new hypermarkets are substitutes for supermarkets, but they do not compete extensively with wet markets and small grocery stores. Furthur development of various catagories of food shopping store formats is linked to store-owner characteristics, potential interrelations among existing retail formats, as well as consumers' demographics and shipping habits.