A Work-Fun Model of Shopping Behaviour: Explaining When Consumers Buy on Impulse

A study was conducted that implemented a computer-based research vehicle to capture microscopic aspects of shopping and to permit a moment-by-moment analysis of consumer-environment interactions. Participants shopped in a virtual grocery store with a fixed budget. Analysis of shopping behaviour revealed a significant relationship between the time spent in the store, the shopping path taken, and the number of unplanned purchases made. Temporal analysis indicated that unplanned purchases were very unlikely during the first 25% of the time spent in the store, but became very likely during the last 25% of in-store time. This relationship is characterized as a “work-fun model of shopping behaviour”. Decision time was shown to increase steadily throughout the shopping trip; affective product features had a greater impact on difficult choices during the latter part of the shopping trip. The results fit with expectations derived from self-control theories and suggest an extension of the traditional exposure theory of in-store decision making.

Beyond the supermarket: analyzing household shopping trip patterns that include food at home and away from home retailers

Background Modifying a household’s food environment by targeting a single retailer type, like supermarkets, has a limited impact on dietary outcomes. This may be because the food environment has a limited impact on shopping behaviors, or because households are not as reliant on supermarkets as we assume. However, our understanding of how households shop for food, especially when considering the use of both food at home (FAH) retailers, such as supermarkets, and away from home retailers (FAFH), such as restaurants, is limited. Thus, understanding how households shop for food is a necessary first step when developing programs to modify food purchasing behavior. Methods K-means cluster analysis was used to identify weekly food shopping trip patterns based on the percentage of trips to FAH and FAFH retailers in the 2013 Food Acquisition and Purchase Survey (FoodAPS) dataset (n = 4665 households). Multinomial logistic regression was used to examine the relationship between shopping trip patterns, household and food environment characteristics. Results Three patterns emerged: primarily supermarket, primarily supercenter, or mix (i.e. no dominant retailer type, but high FAFH use). Households with incomes below 185% of the federal poverty line were evenly divided between patterns that rely primarily on FAH retailers, and the mix pattern. While nearly 70% of households with incomes above 185% of the federal poverty line are in the mix cluster. Supermarket and superstore availability significantly influenced the likelihood of belonging to those clusters respectively, while having a child, higher income, and attitudes towards healthy meal preparation time or taste significantly influenced the likelihood of belonging to the mix cluster. Conclusion Although lower-income households are more likely to rely primarily on FAH retailers, household’s, regardless of income, that primarily utilize FAH retailers show a strong preference for either superstores or supermarkets suggesting a need for interventions to reach both retailer types. However, altering the food environment alone may not be sufficient to discourage use of FAFH retailers as households relying on FAFH retailers are significantly influenced by meal preparation time and healthy food taste.

PENGARUH LINGKUNGAN TEMPAT TINGGAL TERHADAP PERJALANAN BERBELANJA DI KOTA BANDUNG

The shopping trip for everyone's daily needs is diverse. They have their own reasons to choose a shopping place that suits their needs. The aim of this study is to describe the characteristics of shoppers and their residential environment and to model the relationship of both variables. This study employed data from questionnaires distributed in Bandung City. Data were analyzed using ordinal regression method. The result of the analysis shows that the variables of residential environment condition significantly influence the shopping frequency. Keywords: shopping trip; residential environment; public transportation; shopping frequency. Abstrak Perjalanan berbelanja untuk kebutuhan sehari-hari tiap orang berbeda-beda. Banyak alasan yang dimiliki setiap orang untuk memilih tempat belanja yang sesuai dengan keinginan mereka. Tujuan studi ini adalah mendes-kripsikan karakteristik pelaku belanja dan lingkungan tempat tinggal serta memodelkan hubungan keduanya. Studi ini menggunakan data hasil penyebaran kuesioner di Kota Bandung. Analisis data menggunakan metode regresi ordinal. Hasil analisis menunjukkan bahwa variabel kondisi lingkungan tempat tinggal berpengaruh secara signifikan terhadap frekuensi berbelanja. Kata-kata kunci: perjalanan berbelanja; lingkungan binaan; kendaraan umum; frekuensi berbelanja.

The Moderating Effect of Buying Impulsivity on the Dynamics of Unplanned Purchasing Motivations

Previous studies of in-store decision making have assumed that motivations for unplanned purchases are homogeneous throughout a shopping trip. In response to this assumption, the authors develop a conceptual framework to explain how consumers’ internal (i.e., intrinsic) and external (i.e., extrinsic) motivations for unplanned purchases actually vary during a shopping trip. Two field studies and five online experiments provide evidence that the personality trait of buying impulsivity predicts differences in whether a shopper initially focuses on internal motivations (e.g., “because I love it”) or external motivations (e.g., “because it is on sale”) for unplanned purchases at the beginning of a shopping trip and, consistent with a mechanism of motivation balancing, that motivations for unplanned purchases change as a shopper satisfies their initial motivations. The studies also demonstrate how the level of buying impulsivity influences the effectiveness of point-of-purchase messages at stimulating unplanned purchases and consumers’ relative spending on unplanned purchases. Overall, these findings address conflicting results in previous shopping studies, advance the literature streams on consumer motivation and sequential choice, and contribute insights to enhance shopper-marketing programs.

Shopping trip mode choice of older adults: an application of activity space and hybrid choice models in understanding the effects of built environment and personal goals

Rapid growth of the older population worldwide, coupled with their overreliance on automobile and its negative consequences for the environment and for their wellbeing, has encouraged research on travel behavior of this age group. This study contributes to the literature by providing an integrated analysis of the effects of sociodemographic, built environmental, psycho-social, trip, and activity space attributes on shopping trip mode choice of older adults in Helsinki Metropolitan Area. Data was collected using an online map-based survey. Two person-based activity space models were developed, in addition to the commonly used 500-m buffer, to measure activity space and built environmental attributes. Integrated Choice and Latent Variable (ICLV) models were utilized to explore modal choice. Although the use of activity space models did not significantly increase the fit of ICLV models, it provided different information. Walkability index showed a positive significant effect on walking trips in individualized residential exposure model. A positive effect on transit use or biking was found in individual home range and 500-m buffer. The shape and dispersion of activity spaces affected mode choice as well. Green space influenced the goal of being physically active which in turn affected mode choice. Three personal goals of being physically active, having cultural and social affairs, and caring for others influenced mode choice. Results indicate the priority of the use of activity space and hybrid choice models in understanding travel behavior. Findings of this study can guide policies aiming to increase the use of more sustainable modes among this age group.

Assessing the Long-Term Effect on Sales and CSR of a Nutrition Marketing Strategy in the Retailing Environment

The present work aims to implement a ‘healthy checkout’ in a real retailing environment in order to demonstrate that this kind of intervention can be a win-win strategy for both shoppers and retailers in a long-term perspective. A field experiment has been conducted in five stores belonging to a leading Italian Retailer in the north of Italy, where all the unhealthy products have been removed from the checkouts. Both sales analysis and shoppers attitudes towards the intervention have been studied. Sales data have been analyzed for the ‘healthy checkout stores’ vs ‘traditional checkout stores’, and customers have been interviewed at the end of the shopping trip five months after the implementation. Our findings show that developing a healthy checkout can have a positive impact on sales, retailer’s reputation in terms of perceived CSR, and loyalty to the store. The present work provides some interesting results about the long-term effect of an in-store marketing strategy that aims to promote health among customers.

Replacing a delisted brand with premium and standard private labels

Purpose The purpose of this paper is to examine the moderating effect of brand preference and type of shopping trip on the relationship between replacing a delisted national brand (NB) with a retailer’s private label (PL) brand (premium vs standard) and private label switching (PLS), that is switching from NB to PL. Design/methodology/approach Inside a major French retail chain store, an experiment with 1,392 NB buyers tested the impact of replacing NB with PL on PLS. Findings Results stress the positive contribution of PL replacements after NB delisting on buyers’ switching behaviour at different brand preference levels and shopping trip types. A main-choice NB for a major trip shopping benefits a PLS to premium PL. However, when a fill-in shopper looks for a secondary brand, competition between PL standard and NB may not be as weak as suggested in earlier studies. Research limitations/implications The limitation of this study is that respondents reported their purchases instead of actually buying. Practical implications This study highlights that the retailers that delist some NB brands in the category should adopt a strategy either to develop premium or standard PLs, depending on consumers’ brand preference and shopping trip type. Social implications Delisting is an opportunity to question the NB product competitiveness towards PL. Originality/value The study is based on actual delisting and replacement, combined with a large sample, unlike previous studies. Moreover, it bridges two important areas of research: conflict in marketing channels and PL introduction in retailers’ assortment decisions.

KAJIAN SPASIAL LOKASI BERBELANJA DI KOTA BANDUNG

Shoppers consider many aspects in choosing specific location from variety of shopping location. Spatial analysis is used to determine the catchment area of shopping location based on the location of shoppers’ residence along with the correlation with shoppers’ activity and characteristic. The purposes of this study are to analyze the catchment area of shopping location in Bandung based on shopper’s preferences and to analyze the shopping travel pattern. The questionnaire data about the grocery shopping trip is analyzed using Thiessen Polygon and Buffering Method. The analysis shows that there is a mismatch between the market service coverage and the preferences of respondent destination. Analysis shows that shoppers will choose the shopping location by considering the distance of shopping location from home, travel costs, and travel duration in selecting any type of shopping location. Keywords: shopping location, spatial analysis, GIS, catchment area, shopping trip characteristics Abstrak Ada banyak hal yang dipertimbangkan oleh pelaku belanja dalam memilih lokasi berbelanja yang beragam. Analisis spasial dipergunakan untuk menjelaskan daerah cakupan lokasi belanja berdasarkan lokasi tempat tinggal serta keterkaitannya dengan aktivitas dan karakteristik pelaku belanja. Tujuan penelitian ini adalah menganalisis daerah cakupan lokasi berbelanja pilihan pelaku belanja di Kota Bandung dan menganalisis pola perjalanan berbelanja. Data hasil penyebaran kuisioner mengenai perjalanan berbelanja kebutuhan sehari-hari dianalisis menggunakan Metode Thiessen Polygon dan Metode Buffer. Hasil analisis menunjukkan bahwa terdapat ketidaksesuaian antara luas cakupan layanan suatu lokasi belanja dengan luas jangkauan layanan lokasi pilihan pelaku belanja. Analisis menunjukkan bahwa pelaku belanja memilih lokasi belanja dengan mempertimbangkan jarak dari tempat tinggal, durasi, dan biaya perjalanan. Kata-kata kunci: lokasi berbelanja, analisis spasial, GIS, daerah cakupan, karakteristik perjalanan berbelanja

Fashion consumers’ channel-hopping profiles by psychographics and demographics

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels. Based on the consumer decision-making model, this study explored the typology of consumer groups based on consumers’ channel usage during the entire shopping trip and how each group differs in terms of shopping values, shopping behaviors, perceived benefits, and risks. Using a total of 264 US nationwide consumer responses, we identified four consumer groups that have distinctive channel-hopping patterns; hyperconnected shoppers, traditional shoppers, web shoppers, and webroomers. Our findings revealed unique shopping values and shopping behaviors in each of these categories, as well as perceived risks and benefits among the four groups. This study’s results can serve as empirical evidence to provide better insights to help retailers develop successful omni-channel strategies and also contribute to the omni-channel retailing literature.