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Journal cover: British Food Journal

British Food Journal

ISSN: 0007-070X

Online from: 1899

Subject Area: Industry and Public Sector Management

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A role for consumer risk perceptions in grocery retailing

Document Information:
Title:A role for consumer risk perceptions in grocery retailing
Author(s):V-W. Mitchell, (Senior Lecturer in Marketing at the Manchester School of Management, Manchester, UK)
Citation:V-W. Mitchell, (1998) "A role for consumer risk perceptions in grocery retailing", British Food Journal, Vol. 100 Iss: 4, pp.171 - 183
Keywords:Consumer behaviour, Consumer’s risk, Marketing management, Marketing mix, Retailing
Article type:Research paper
DOI:10.1108/00070709810207856 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:The power and usefulness of perceived risk theory in understanding shoppers’ behaviour has been demonstrated many times over recent years in the UK by the numerous food scares. The article explores how retailers use perceived risk in their strategies and develops the links between store attributes and risk dimensions. This re-interpretation of previous store-image studies provides a new conceptual framework for understanding store image and deepens our knowledge of how risk and risk-reduction are operationalised in practice. The paper also reviews some evidence on factors which affect shoppers’ risk perceptions, e.g. age, gender, group discussion, brand name and shopping channel and discusses how the risk concept can be used by food retailers as well as presenting some ideas for future research.

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