Journal of Emerging Trends in Economics and Management Sciences: Home

Abstract:
The study investigated the role of store location in influencing customers? store choice. Two outlets that belong to the same supermarket chain were studied. These outlets shared similar management and marketing strategies. A descriptive survey of customers and management was done through the use of questionnaires, interviews and observations as research instruments. It was noted that outlets with better parking space attracted high income earners, whilst proximity to other complimentary outlets increased pedestrian store traffic. Out of ten factors that may influence store choice, seven factors were considered by customers to be pertinent. Of the seven factors, four were store location features, namely travelling time, location convenience, proximity to complimentary outlets and store visibility. This study is very critical to retailing strategists and marketers since location require consideration prior to trading, any error in this regard will now be cast in concrete and it will be expensive to alleviate.

Keywords: all pay auctions, supply uncertainty, discriminatory auctions, experimental economics.

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