A Disaggregate Store-Choice Model of Spatial Decision-Making

Empirical testing of a decision model yields insights concerning the ways in which shoppers process information about grocery stores. Confirming hypotheses from the literature on consumer preferences, the results show that respondents are primarily concerned with quality and price of merchandise and that behavior is directly linked to derived utility measures. Clustering of the subjects discloses subtle differences among consumer groups in their approaches to evaluating the attributes of grocery stores.