Multiple store patronage: The effects of store characteristics

• We explore the effect of store characteristics on multiple store patronage.
• We compare the determinants of multiple store patronage and share of wallet.
• We use survey data in Chinese markets.
• We find store characteristics have minimal impact on multiple store patronage.
• We find the two store patronage behavior do not share many common determinants.

The present study contributes to the literature on multiple store patronage in two important directions. First, it examines whether consumers׳ perceived importance of store characteristics have effects on multiple store patronage. Second, it examines the relationship between multiple store patronage and consumers׳ share of wallet at the primary store. Our results show that consumers who attach high value to sales promotions are more likely to visit multiple stores. However, store characteristic factors generally did not exert significant effect on multiple store patronage. Furthermore, we find that multiple store patronage and share of wallet are not interdependent and the profiles of consumers in terms of them do not share many common characteristics.