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INTRODUCTION
The structure of retailing and the character of competition changed dramatically in the eighties (May 1989) resulting in a highly competitive retail environment in the 1990s. Changes in consumer markets, faltering sales, the growth of specialty retailers, and mergers and acquisitions of retail stores and chains resulted in the polarization of the retailing industry (Bremner 1989; Koselka 1991; Lay 1989; May 1989; Saporito 1989). At one end of the continuum are megastores which move vast quantities of goods through warehouse-like outlets at low prices (Saporito 1989). At the other end of the continuum are specialty stores, niche retailers who carry deep but narrow lines of merchandise, usually apparel, aimed at a carefully defined market segment (Bates 1989; Saporito 1989). Caught in the middle are department store retailers, struggling to compete in today's retail environment. They face challenges of product differentiation strategies and value-added customer service programs to compete effectively and, in particular with each other.
The work of Hirschman (1979) represents the pioneering effort for characterizing intratype competition among the three different types of department stores: traditional department stores (e.g., Dillards, Belk), national chain department stores (e.g., Sears, Penney), and discount department stores (e.g., K-Mart, WalMart). Hirschman (1979) determined that both interpersonal and intrapersonal factors, plus socio-economic and demographic factors discriminate among frequent shoppers of the three types of department stores. Subsequent research (Cassill, Williamson, McEnally, & Thomas 1993) has determined the elements of Hirschman's model are generally still valid. Their research also indicates that product brand dimensions emerged as prime discriminators among regular shoppers of the three store types.
To complete the analysis of department store competition, however, requires an analysis of cross-shoppers. Cross-shopping can be defined as "a single consumer patronizing multiple types of outlets which carry the same broad merchandise lines" (Cort & Dominguez 1977-78, p.6). In this study cross-shopping refers to shopping regularly at each of two or more department store types. The knowledgeable reader understands that cross-shopping is a way of life in the 1990s, and that the shopper who regularly shops at one department store type is likely to be in the minority. An analysis of cross-shoppers who exhibit loyalty to two or more types of department stores is necessary to enable department store management to develop more...