Multi-channel shopping: Channel use among rural consumers

Purpose – The research purpose was to identify whether changes occurred between 2000 and 2003 in the retail channel use of rural consumers for searching product information and for purchasing food and fiber products and to investigate whether differences existed between channel use groups (i.e. store only shoppers, store and catalog shoppers, and multi‐channel shoppers) concerning perceived time property, satisfaction with local offerings, community attachment, shopping criteria, and financial security.Design/methodology/approach – Survey methodology was used. Questionnaires were mailed to participants living in non‐metropolitan statistical areas of the USA with populations less than 12,500. In 2000, 2,198 participants returned the questionnaire. Follow‐up questionnaires were mailed to the same participants during 2003 and returned by 847 participants. The analysis is based on the responses of the 847 participants.Findings – To search for information on apparel, food, or home furnishing products, internet...