Hyperlocation in the Chilean pharmacy market: Its influence in consumer purchasing decisions

Factors influencing purchasing decisions in a competitive market experiencing hyperlocation are explored. Hyperlocation is a new term in the retailing literature, which is coined in this study. The term illustrates the presence of two or more branches of the same brand located within relatively close walking distance in high traffic pedestrian streets. Results indicate that price perception and discounts, proximity, brand preference, and loyalty cards are among the most important factors influencing consumers' purchasing decisions when hyperlocation is present. These factors importance were found to vary by gender and age group.