The main purpose of this study is to assess the determinant factors for consumers’ selection of a particular food grocery store. Data were obtained through a survey of 420 consumers responsible of food purchase in Barcelona. First, we explore why and where consumers decide to purchase their food using two Focus Groups. Second, we identify the determinant factors that can affect consumers’ while choosing a point of purchase (POP) and focusing on a proposed decision using the Structural Equation Modeling (SEM). Third, we carried out on positioning the major retailers in terms of the most important attributes using the Analytic Hierarchy Process method (AHP). Our results show that the convenience in term of time and closeness is the most important factor in deciding where to purchase food. Regarding the POP valuation, results show that the most important attribute is the price followed by product availability, localization, private label, and promotions.


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