The main objective of the study is to investigate multichannel consumer choices between supermarkets and convenience stores when consumers buy products in the beverage category. The methodology involves both questionnaire surveys through fieldwork and purchase history data in Japan.

This article analyzes what factors influence consumers’ choices of the type of retailer in Japan and classifies the types. Firstly, it is evident that several factors affect the choice of retail type significantly. Secondly, different formats of retail business are compared to examine the similarities and differences.