Researchers have difficulty modeling the influence of retailing attributes on consumer choice. The literature of retailing that has dealt with this issue has conventionally used experimental data for estimating the influence of retailing attributes on consumer behavior. The present research applies hedonic analysis to the measurement of the value of retailing attributes. This is accomplished by applying hedonic specifications to supply and demand models for the retail sales of unleaded gasoline for the purpose of estimating the influence of specified retailing attributes on retail prices. Four retailing attributes-accessibility, convenience, service, and competition-were expected to have a determinable value that was measurable through hedonic specifications. Spatial competition was expected to influence retail prices by lowering them. The value of retailing attributes was expected to be variable relative to household income. It was found that the value of the specified retailing attributes could be isolated and determined. The application of hedonic analysis to the supply and demand of unleaded gasoline provided a relatively precise and consistent market value, which was represented by the "ask" and "bid" implicit prices of these retailing attributes. Spatial competition was seen to exert an important influence on retailing, tending to lower retail prices. The value of retailing attributes was found to be variable relative to household income. The relative consistency and precision of hedonic analysis in the measurement of the value of retailing attribute was reinforced insofar as the findings were consistent with generally accepted notions of retail marketing and consumer behavior as represented in the literature in the field.
| Identifer | oai:union.ndltd.org:pdx.edu/oai:pdxscholar.library.pdx.edu:open_access_etds-2213 |
| Date | 01 June 1988 |
| Creators | Al-Bassir, Soleman A. |
| Publisher | PDXScholar |
| Source Sets | Portland State University |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | Dissertations and Theses |
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