Frequency of retail services, membership fees and real store shopping experience: analysing consumer preferences

As the Japanese population ages, retailers of all sizes in Japan are trying to develop new retail business models to meet the needs of the emerging market segment. This study identifies Japanese consumers' preferences in choosing new grocery retail services that are currently in the early stages of development. A conjoint analysis was conducted through a nationwide survey in Japan to identify these preferences. The results revealed that the retail format is the most important attribute, with these consumers preferring formats that closely imitate bricks-and-mortar style retail. Second in importance is the membership fee, followed by the service frequency. Consumers who consider shopping as a fun activity emphasise service frequency. Our findings provide retailers with information regarding Japanese consumers' shopping attitudes in the future. Moreover, it provides a useful clue to a successful multi-channel retailing strategy in food deserts.