Leisure Shopping Behavior and Recreational Retailing: A Symbiotic Analysis of Marketplace Strategy and Consumer Response

Abstract

Consumers often benefit from increased competition in differentiated product settings during leisure shopping season. The wide choice, atmosphere, convenience, sales people, refreshments, location, promotional activities and merchandising policy are associated during the leisure shopping. The consumer shopping behavior during leisure is largely driven by the recreational infrastructure as a competitive strategy of retailers. This also helps developing store loyalty, innovative concern and the high perceived customer values whereby individuals experience enjoyment from shopping. This paper aims to analyze through an empirical investigation in Mexico, drivers which influence consumers' leisure shopping behavior and measure customer value in terms of levels of satisfaction. The study also focuses on the role of in-store recreational infrastructure and retail selling strategies in swaying the leisure shopping and driving store loyalty.

Keywords: Recreational retailing, shopping behavior, store loyalty, customer value, production attractiveness, brand variability

JEL Classification: C51, C91, D12, M31