Conceptualizing Store Choice Processes Using Perceived Risk

Gaining competitive advantage in retailing requires knowledge of the attributes consumers use to discriminate between stores and of why those attributes are important. Although many store image studies (e.g. Kelly et al., 1967; Lindquist, 1974; Hallsworth, 1987) have defined discriminant attributes, none has attempted to explain how these attributes lead to the satisfaction of personal grocery shopping motives. Previous store attribute classifications have largely been done from an organizational or operational viewpoint rather than that of customers. Here, we propose a new, more comprehensive patronage preference model which utilizes perceived risk to link store attributes and shopping motives. Current piecemeal and category-based approaches to understanding store image cannot offer insight into the question of why consumers view certain attributes the way they do. The attribute-based approach to store image has been criticized for failing to capture the richness of the store image which is believed to be a picture, but is generally measured with a list (Keaveney & Hunt, 1992). We agree with Keaveney & Hunt’s ( 1992) assertion, but argue that the simplified overriding dimensions on which a store is remembered and judged are the risks involved, which can operate at the category level. This needs-motivations-goalsrisks linkage has not been fully explored in the literature, despite its usefulness in understanding perceived risk's role in consumer behaviour in general, and shopping behaviour, in particular.