Attitudinal typology of local retail business owners: profile analysis and prospects for continuity in a changing retail environment

Abstract

The transformation of local proximity retail is a significant phenomenon that reflects changes in the current retail landscape. This sector has experienced a notable decline in its overall market share, from 27% in 2005 to 21% in 2020, mainly due to changing consumer habits, digitalization, globalization and increasing competition from large corporations. In order to better understand the current situation and future prospects of this sector, a comprehensive qualitative study was carried out involving 61 interviews, of which 54 were with store owners and 7 with locally retailers’ associations in the Comunitat Valenciana (Valencia Region, Spain). The research was developed through a semistructured questionnaire of 72 questions, organized around the six main challenges identified in the Strategic Plan for Retail Trade and Crafts of the Valencian Community 2021–2025. The methodology employed included the NGT technique for psychographic segmentation, allowing an in-depth understanding of the different business perspectives. The results of the study revealed four distinctive profiles of traders. The “Pre-retirees”, the “Conformists”, the “Disoriented” and “Innovators”. The implications of these findings suggest the need for differentiated policies to promote local commerce, according to the profile of the merchant.