Channel blurring and consumer expectations : evidence in Chile

Bianchi, Constanza & Mena, Joaquin (2006) Channel blurring and consumer expectations : evidence in Chile. In Proceedings of The Ist Association for Consumer Research Latin American Conference, Association for Consumer Research, Monterrey, Mexico.


An important trend in Chilean retailing industry is the increase in channel blurring. This investigation attempts to identify the relevant store attributes for different retail formats (grocery, department store, drug store, and home improvement). Do consumer store attribute saliency vary for different retail formats? Interviews identified twelve salient store attributes for the different retail formats. Survey results showed differences in store attribute saliencies for consumers when shopping at different formats. Seven of the twelve variables showed significant differences across formats. However, two attributes were relatively important for all four retail formats: product quality and responsiveness of employees.

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ID Code: 32048
Item Type: Conference Paper
Refereed: Yes
Additional URLs:
Keywords: Consumer expectations, Chile, Channel Blurring
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > International Business (150308)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 [please consult the authors]
Deposited On: 03 May 2010 23:59
Last Modified: 10 Aug 2011 16:07

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