engleski

How Store Location affects Store Choice: the Case of the Transitional Country

The intense competition in retailing, emphasized with the process of internationalization and the entry of foreign retail chains, requires retailers worldwide to define the manner in which they could differentiate themselves from their competitors. Trying to obtain competitive advantage on the market, retailers may consider a wide range of marketing elements such as price, location, service etc. This paper, using the results of a study conducted on a nationwide representative sample of the Croatian population, examines the accuracy of &laquo ; ; ; location, location, location&raquo ; ; ; , the old retailing axiom which emphasizes the location as the most important element for retailing success. The findings lead to the conclusion that location has great significance for the Croatian retailers’ competitiveness on the market.

location; retailing axiom; Croatia

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