Acceso usuarios
Purpose � The aim of this paper is to address intertype cross-shopping behavior � that is, the behavior that characterizes consumers who divide their grocery shopping between two or more different food formats. In particular, the study attempts to shed light on the cross-shopping phenomenon by employing a new research approach that examines format-selective use. Thus, the study examines how various factors, especially way of life aspects typically associated with food consumption, drive consumers to cross-shop between different food formats.
Design/methodology/approach � The study employs data collected from two surveys involving 637 Israeli Jewish and Arab consumers. The conceptual framework and hypothesis are tested using multiple regression analyses.
Findings � The empirical results support our claim that the research approach applied in this study better explains the cross-shopping phenomenon. Specifically, the analysis provides strong support for the effect of consumers' way of life on cross-shopping behavior.
Practical implications � The paper provides managerial and planning implications to modern retailers and managers of international retail firms that operate in or plan to enter non-Western markets.
Originality/value � This paper contributes to the available literature in several ways. In particular, the paper suggests a systematic and comprehensive conceptual framework that identifies the key determinants of cross-shopping decisions and the relations between these and supermarkets' market share growth.
