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The marketing firm: retailer and consumer contingencies

Larsen, Nils Magne, Sigurdsson, Valdimar, Breivik, Jørgen, Fagerstrøm, Asle and Foxall, Gordon R. ORCID: 2020. The marketing firm: retailer and consumer contingencies. Managerial and Decision Economics 41 (2) , pp. 203-215. 10.1002/mde.3053

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Efficiency has emerged as an important consumer value and thus has increased the importance of the in‐store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in‐store efficiency ratios and the retailers' natural sources of resistance to offer efficiency to all of their customers. We propose new behavioral metrics for consumer transaction costs. Our data from the behavioral tracking of 497 complete shopping trips reveal more transaction costs for quick shopping trips than for regular shopping trips, which demonstrates friction between retail and consumer transaction costs for quick trips.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Publisher: Wiley
ISSN: 0143-6570
Date of First Compliant Deposit: 29 July 2019
Date of Acceptance: 13 July 2019
Last Modified: 05 May 2023 07:19

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