Motivations for choosing brick-and-mortar stores between urban commerce and shopping centers: the case of Logroño retail

  1. Sierra-Murillo, Yolanda 1
  2. Pelegrín-Borondo, Jorge 1
  3. Olarte-Pascual, Cristina 1
  4. Medrano, Natalia 2
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

  2. 2 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

Zeitschrift:
Harvard Deusto Business Research

ISSN: 2254-6235

Datum der Publikation: 2019

Ausgabe: 8

Nummer: 1

Seiten: 31-48

Art: Artikel

DOI: 10.3926/HDBR.188 GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Harvard Deusto Business Research

Ziele für nachhaltige Entwicklung

Zusammenfassung

The aim of this work is to identify the reasons behind the choice of brick-and-mortar stores to make purchases and provide new evidence of the role that such establishments play in the omnichannel environment. An empirical study carried out in the city of Logroño (Spain) shows that utilitarian and hedonic motives are intertwined and differ according to age. Young people opt for shopping centers and the range of products and services they have to offer. Adults and elderly customers associate personal attention with shops located in the city center. The fundamental conclusion of the present work is that the establishments located in shopping centers and urban centers can coexist, each developing their own strengths. Both types of establishments provide interesting benefits for consumers who, in certain situations, opt for brick-and-mortar stores and value the offline shopping experience.