Studies in retailing have tracked, scanned, monitored and followed consumers’ shopping behavior for decades. Questions such as how shoppers choose a particular store, how often they visit, why they visit, and who visits, have been popular questions in retailing research. Research on the predictors of retail patronage has been conducted in a number of different contexts and among a wide set of shoppers. A review of the literature reveals marked differences in both direction and magnitude of the effects for the same predictor variables across the studies. These disparate findings complicate our efforts to develop a clear and comprehensive understanding of what affects shoppers’ decisions to patronize a retail outlet.

We conduct a meta-analysis of current empirical findings on the predictors of retail patronage, and we attempt to understand the effects of certain study characteristics (e.g., sample type, scale type, study design). The purpose of the study is three-fold. First, we reconcile inconsistent findings in the literature and establish the generalizability of the relationships between retail patronage and its correlates. Second, built upon the findings of this meta-analysis, we present some important predictor variables from a traditional retailing perspective. Third, research on retail patronage has been conducted in various methodological contexts, yet no attempt has been made to evaluate the robustness of effects across study conditions. Here, we attempt to explain differences in the results of previous studies by investigating a number of study characteristics (i.e., type of scale used, type of sample, study design, shopping mode and product type) that could moderate the study effects of interest.

To organize the large number of antecedents of retail patronage, we categorize these effects into three groups: (1) product-relevant factors (factors pertaining to product features and attributes, e.g., product quality, price), (2) market-relevant factors (factors pertaining to the retailer of concern, e.g., service provided by the store), and (3) personal factors (factors pertaining to consumer characteristics, e.g., demographics). In our study, we find a relatively strong relationship between shoppers’ store choice and a number of important predictors. Of the three categories, personal factors (e.g., demographics, attitude towards a store/store type) seem to be the dominant predictors of shopping frequencies. In contrast, market- and product-relevant variables are more likely to influence shoppers’ decisions to patronize a particular store, given that a variety of stores are available. The effect sizes for some variables (e.g., age, income) are not significant. Gender is the only successful demographic variable, suggesting women tend to be more frequent shoppers than men.

Our findings reveal the existence of methodological artifacts. Shopping mode moderates the effects of several variables on retail patronage. For example, the effects of service, quality, and selection on retail choice are more manifest in store patronage than in non-store patronage. Product type also moderates the effect of various variables on retail choice. The impact of service, quality, and selection on patronage intention is greater for shopping or specialty goods than for convenience goods. In general, the findings of our study call for better measurement approaches and different theories when studying retail patronage.

Our results offer guidance to retail managers who desire to increase store traffic and enhance shoppers’ purchase intentions. The implementation of an effective retail strategy starts with a good understanding of the factors and dimensions that influence shoppers’ choice behavior. For example, in order to increase initial patronage, consumer promotions should focus more on store- and product-specific elements (e.g., wide assortment, premium service, pleasant in-store decor). In contrast, shopping frequencies are often associated with shopper characteristics. For instance, retailers should continue to tailor their marketing communications to frequent shoppers. Examining the determinants of store patronage enables managers to evaluate and understand the extent to which their own perceptions of the store and its offerings are congruent with shoppers’ perceptions.