Conceptual Framework
Monroe and Guiltinan’s Sequence of Effects in Store Choices
The Sequence of Effects in Store Choice Model was developed by Monroe and Guiltinan (1975) to compensate for the lack of knowledge concerning how people choose the store in which to shop. The model has four sets of variables: general opinions and activities concerning shopping, specific planning and budget strategies, importance of store attributes dealing with buyer information and perceptions of stores in terms of attributes dealing with buyer information. Results indicated that general opinions and activities and store attribute perceptions precede consumer attitudes toward stores and store choice. Furthermore, this model gave more comprehensive picture of patronage …show more content…
He argued that consumers first choose stores in which to shop without a consideration of brands. Then brand comparisons are made between those that are carried by the store (or stores) that are visited on the particular shopping trip. Thus, the underlying philosophy of Darden’s model is that store selection is logically prior to brand choice behaviour, and that brands carried is only a retail store attribute. Terminal values, lifestyles, social class, and family were antecedents to shopping orientations. These antecedents with media habits and instrumental values also affected store attribute importance and the evoked store set. The second part of the model was triggered by a stimuli that set the needs queue in motion and started the information search that led to the evoked store set which subsequently influence on importance of store attribute that leads to patronage intentions and patronage behavior …show more content…
Use of information sources was another construct that the researchers included in the model as an influential factor of patronage behaviour which was also hypothesized to be influenced by personal characteristics. This model grouped the exogenous variables: lifestyle activities, social class, and family life cycle into personal characteristics that directly affected information sources and shopping orientations and indirectly affected the importance of store attributes and patronage behavior. Through shopping orientations, information sources also indirectly affected the importance of store attributes and patronage
Monroe and Guiltinan’s Sequence of Effects in Store Choices
The Sequence of Effects in Store Choice Model was developed by Monroe and Guiltinan (1975) to compensate for the lack of knowledge concerning how people choose the store in which to shop. The model has four sets of variables: general opinions and activities concerning shopping, specific planning and budget strategies, importance of store attributes dealing with buyer information and perceptions of stores in terms of attributes dealing with buyer information. Results indicated that general opinions and activities and store attribute perceptions precede consumer attitudes toward stores and store choice. Furthermore, this model gave more comprehensive picture of patronage …show more content…
He argued that consumers first choose stores in which to shop without a consideration of brands. Then brand comparisons are made between those that are carried by the store (or stores) that are visited on the particular shopping trip. Thus, the underlying philosophy of Darden’s model is that store selection is logically prior to brand choice behaviour, and that brands carried is only a retail store attribute. Terminal values, lifestyles, social class, and family were antecedents to shopping orientations. These antecedents with media habits and instrumental values also affected store attribute importance and the evoked store set. The second part of the model was triggered by a stimuli that set the needs queue in motion and started the information search that led to the evoked store set which subsequently influence on importance of store attribute that leads to patronage intentions and patronage behavior …show more content…
Use of information sources was another construct that the researchers included in the model as an influential factor of patronage behaviour which was also hypothesized to be influenced by personal characteristics. This model grouped the exogenous variables: lifestyle activities, social class, and family life cycle into personal characteristics that directly affected information sources and shopping orientations and indirectly affected the importance of store attributes and patronage behavior. Through shopping orientations, information sources also indirectly affected the importance of store attributes and patronage