Ways of shopping & retail mix at the Greengrocer's

摘要

The aim of this research is to relate the way in which consumers perceive value creation when shopping, reflected through the Ways of shopping concept, with the perception that they have of the characteristics of the retail mix in the greengrocery context. Different types of consumers are considered. To understand these relationships is the basis for the greengrocery?s development of successful retail-mix strategies. To do so, we have developed an investigation with a sample of 1200 consumers of fresh food products. Our results include indicating the importance of managing the product portfolio and the shopping list of consumers, who see this purchase as a task. This is one of the factors which most affect their perception of the retail mix. These aspects must be the greengrocery?s basis for the creating successful strategies.