Consumer Outshopping Behaviour and its Implications for Channel Strategy: A Study of the Camera Patronage Pattern in Hong Kong

Uses a product‐oriented approach to examine consumer outshopping patterns in a large and densely polulated city — Hong Kong. Concentrates on one popular consumer product, the camera, as an example, and looks at the possible effects of different product forms and price combinations on outshopping patterns. Analyses the implications of consumer outshopping for the individual retailer, particularly with regard to the formation of channel strategies. Suggests that consumers' outshopping patterns are not only product specific, but are also influenced by product form and the price of that product.