Intermarket shopping behavior and the small community: Problems and prospects of a widespread phenomenon
A. Coskun Samli Ph.D., Glen Riecken Ph.D., Ugur Yavas Ph.D.
Journal of the Academy of Marketing Science · 1983 · Volume 11 · Issue 1
Abstract
The purpose of this study is to explain intermarket shopping behavior in small communities where everyone, to some degree, is an outshopper. Results of the study suggest that outshopping in small communities is primarily a function of the satisfaction (or dissatisfaction) with local retail facilities.
Keywords
Small Community, Widespread Phenomenon, Virginia Polytechnic Institute, Shopping Area, Specialty Store
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