<abstract xmlns="http://www.w3.org/1999/xhtml"><p> In this paper, we have investigated the list of determinants that influence customers to create a short-term  preference to a particular store. A survey among 240 households in Sarajevo was conducted in order to reveal  their preferences. The results of the MCI model have identified several main stores’ characteristics which have a  key influence on customers’ patronage decisions. The findings also suggest that customers, in making their  patronage decisions, and hence making their preferences to a particular store, choose among a limited list of  alternatives, which implies that competition among outlets is more space limited than had been expected. </p></abstract>

In this paper, we have investigated the list of determinants that influence customers to create a short-term  preference to a particular store. A survey among 240 households in Sarajevo was conducted in order to reveal  their preferences. The results of the MCI model have identified several main stores’ characteristics which have a  key influence on customers’ patronage decisions. The findings also suggest that customers, in making their  patronage decisions, and hence making their preferences to a particular store, choose among a limited list of  alternatives, which implies that competition among outlets is more space limited than had been expected.

Competitive Location Assessment – the MCI Approach

Assistant Professor at IUS, Sarajevo and Affiliate Fellow at CERGE-EI, Prague

University of Sarajevo, School of Economic and Business

South East European Journal of Economics and Business

{"article-title":"Competitive Location Assessment \u2013 the MCI Approach"}

In this paper, we have investigated the list of determinants that influence customers to create a short-term  preference to a particular store. A survey among...

Competitive Location Assessment – the MCI Approach

Published Online: Mar 09, 2013

Page range: 35 - 49

DOI: https://doi.org/10.2478/v10033-012-0013-7

This content is open access.