The purpose of this study is to investigate cross-shopping behaviour between store formats for grocery purchases. Specifically, the aim is to relate the number of formats patronized to a set of consumer characteristics, according to a cost-benefit approach. Data from a sample of 1,674 shoppers indicate that, among consumers’ socio-demographic characteristics, only the gender impact on multi-format patronage patterns. Moreover, consumers’ shopping perception and consumers’ store format preference proved to be important determinants of patronage set size. Implications for retailers are discussed with suggestions for future research. Keywords: store formats, shopping behaviour, customer loyalty, inter-format competition, grocery, retailing.
Keywords: Forme distributive, comportamento di acquisto, fedeltà del cliente, competizione tra canali, beni di largo consumo, distribuzione al dettaglio.