WHY DO CONSUMERS CROSS-SHOP BETWEEN DIFFERENT TYPES OF FOOD RETAIL OUTLETS?

This research analyzed consumer cross-shopping between supermarkets and nontraditional food retail outlets and examined reasons for cross-shopping. Focus groups were conducted in two major metropolitan markets and one medium-size market. Participants indicated they add nontraditional retail formats to the existing mix of stores at which they shop. Despite the increased number of types of food retail outlets they patronized, focus group participants said they didn't feel they spent more time grocery shopping at the multiple formats compared to shopping in a traditional supermarket.