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Competitive Location Assessment – the MCI Approach

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Oruc N., Tihi B.
South East European Journal of Economics and Business
|
2012
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vol. 7
|
issue 2
35-49
EN
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.
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