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L’acquirente cross-format: modelli di mobilità nel rocery
Titolo Rivista: MERCATI E COMPETITIVITÀ 
Autori/Curatori: Beatrice Luceri, Sabrina Latusi, Elisa Martinelli 
Anno di pubblicazione:  2014 Fascicolo: Lingua: Italiano 
Numero pagine:  21 P. 19-39 Dimensione file:  115 KB
DOI:  10.3280/MC2014-003003
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Lo studio indaga il comportamento di acquisto cross-format nel settore dei beni di largo consumo. L’obiettivo è mettere in relazione il numero di canali di acquisto utilizzati con un insieme di caratteristiche riferite al consumatore, secondo l’approccio costi- benefici. I dati di un campione di 1.674 consumatori indicano che, tra le caratteristiche socio-demografiche della domanda, solo il genere impatta sui modelli di frequentazione delle forme distributive. Ulteriori determinanti della mobilità risultano il canale di acquisto prevalente e la percezione dell’attività di acquisto. Le implicazioni manageriali sono discusse con indicazioni per la ricerca futura.


Keywords: Forme distributive, comportamento di acquisto, fedeltà del cliente, competizione tra canali, beni di largo consumo, distribuzione al dettaglio.

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Beatrice Luceri, Sabrina Latusi, Elisa Martinelli, in "MERCATI E COMPETITIVITÀ" 3/2014, pp. 19-39, DOI:10.3280/MC2014-003003

   

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