How Anchor Product Formation Is Affected by Other Store Choice Factors and How It Influences Purchase Amounts in Grocery Shopping

摘要

The purposes of this paper are (1) to understand the concept of anchor products and its relationships with other dominant store-centric factors (i.e., quality, selection, and price) con-ceptually and empirically and (2) to verify anchor products' influence on purchase amounts in different shopping trip occasions (i.e., major vs. fill-in).