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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
Kim Janssens1, Wim Lambrechts1, Henriëtte Keur1
1Faculty of Management, Department of Marketing and Supply Chain Management, Open Universiteit, Valkenburgerweg 177, 6401 DL Heerlen, The Netherlands.
This study reveals how different Dutch grocery store formats impact consumer value perceptions and behavior. Efficiency drives repurchase intention, while soft discounters face the most critical consumer expectations.
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