engleski

Exploring the relationships between situational factors, store penetration, aisle conversion rate and purchasing outcomes, hypermarket case study in Croatia

This paper explores the relationships between situational factors, store penetration, aisle conversion rate and purchasing outcomes for the first time in the Croatian setting. The model proposed was tested with data collected from in-store inteviews, carried out in the high/low Croatian hypermarket setting. Data was analyzed using descriptive statistics, one-way analysis of variance (ANOVA) and regression analysis. Research results show that shopping trip type, social surrounding and capture time affect store penetration. Contrary to expectations, there was no relationship between store atmosphere and store penetration. Furthermore, both store penetration and conversion rates were shown to affect purchasing outcomes. Interestingly enought, no. of aisles purchased was the only variable that had the impact on aisle conversion rate. For retailers, the importance of model presented in this paper is in understanding the drivers and the impacts of store penetration and aisle conversion rate. Based on research findings, retailers should focus on both strategies: store penetration strategy to stimulate customers to pass as many aisles as possible, and conversion rate strategy in order to increase no. of aisles that sell. As a result, the sales per customer should increase.

hypermarket traffic flow; store penetration; aisle conversion rates; purchasing outcomes; situational factors

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