In addition to the strategy of focusing on nearby clientele, an understanding of different types of shopping trips can also help small family grocers to simplify price decisions. To compete with large retailers, many store owners have been found to adopt a low-price strategy to attract consumers (Mutebi and Ansari, 2008). Although lowering prices is an apparently attractive strategy, small family grocers typically lack access to the economies of scale, such as the significant volume discounts available to chain retailers (Hamilton, 2003). This suggests that the low-price strategy is inappropriate for small family grocers (Hamilton, 2003), and in fact, consumers usually expect to pay a higher price when they are making a shopping trip to satisfy
