The determinants of store choice on the part of the consumer are complex. Knowing more about store choice should help in addressing practical distribution and marketing problems and improving our understanding of the consume. The present research was designed to investigate how sales promotion affected store choice. This paper presents a conceptual model of the process of assessing a retail format that includes the sales promotion. The objective is to examine: (1) if sales promotion are a store choice criteria, and (2) what type of sales promotion is more important to choose a store. To test the conceptual model is used a sample of supermarket customers.

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