Who's Grocery Shopping Online and Why: Cross-Sectional Analysis of a Nationally-Representative Sample Since the Pandemic

Objectives COVID-19 has created a new normal, affecting food purchasing behaviors, moving a portion of them online. It is unknown how these behavioral shifts may differ by sociodemographic characteristics and whether shifts may widen or diminish existing diet-related disparities. To fill these gaps, we use nationally-representative Consumer Panel survey data to examine shifts in online grocery shopping by sociodemographic characteristics. Methods The Nielsen COVID-19 Shopper Behavior Survey was administered to a subset of Nielsen Homescan panel participants in March-April 2020 (n = 17,262 households (HH)). We describe survey-weighted HH sociodemographic characteristics and reasons for online shopping. Survey weighted-multivariable logistic regression was used to examine sociodemographic correlates of reported increases in online food shopping. Results One third (34%) of our survey-weighted sample said they shopped for groceries online more since COVID-19, and 60% of these HH reported planning to continue shopping online after COVID-19. In adjusted analyses, all age groups (40–54 y, 55–64y, 65 + y) had lower odds of online shopping than heads of HH 39 years or younger (all OR = 0.7, P < 0.001). Lower educated (high school or less) HH had lower odds of online shopping compared to higher educated (college or more) HH (OR = 0.7, P < 0.001). HH in the South had higher odds of online shopping than those in the Northeast (OR = 1.2, P = 0.006). Compared to Non-Hispanic (NH) white HH, Hispanic HH had higher odds of online shopping (OR = 1.2, P = 0.02), and NH Asian HH had lower odds of online shopping (OR = 0.8, P = 0.02). HH with children had higher odds of online shopping compared to households without children (OR = 1.4, P < 0.001). Of those who said they would increase the amount of online shopping they did for everyday items including food (37%), the top reasons were to avoid public germs and COVID-19 (81%), to take advantage of the convenience (44%) and to access a better selection (17%). Conclusions There are disparities in shifts in online shopping behaviors due to COVID-19. Understanding these disparities can inform public health nutrition interventions related to online food shopping. We will assess the August 2020 survey as the pandemic may further change food shopping habits. Funding Sources Arnold Ventures & National Institutes of Health

Entertain me, I’ll stay longer! The influence of types of entertainment on mall shoppers' emotions and behavior

Purpose The purpose of this paper is to provide a broader typology and inventory of recreational facilities and activities in shopping malls. The paper then investigates the relation between the proposed entertainment types and shopper behavior both directly and indirectly by considering the mediation of shopper emotional states. Design/methodology/approach A survey-based study with a sample size of 484 mall shoppers is used to test the proposed model. Findings The results indicate that permanent entertainment predicts shopper satisfaction directly and indirectly when considering the emotional state of pleasure as a mediator. Moreover, findings indicate that permanent entertainment indirectly influences the desire to stay at the mall through pleasure and arousal. In addition, pleasure mediates the relation of temporary and special event entertainment with satisfaction and the desire to stay at the mall. Practical implications This study adds to a better understanding of the role of entertainment types in shopping malls. The study also reveals how each type of entertainment can enhance different emotions and behaviors. Practical suggestions to this end are offered. Originality/value There is a lack of studies taking into consideration the different types of entertainment in shopping malls. This study is among the first to examine the effects of each entertainment type on specific behavioral responses. Moreover, the study addresses the mediating role played by shoppers’ emotional states on the impact of entertainment types in satisfaction and desire to stay at the mall.

Impulse buying behavior: the mobile revolution

Purpose The purpose of this paper is to investigate the role of in-store mobile usage on purchase decision making in order to understand whether and to what extent the use of the device changes the shopper behavior in terms of planned and unplanned purchases even across different retail store formats. Design/methodology/approach Data were obtained using a structured questionnaire from 406 respondents interviewed in hypermarket and discount stores, after the checkout. Data were measured through t-tests and the analysis of variance. Findings The mobile intensifies a process of preparation making it popular and the same across the different store formats, confirming how the growing convergence, making store formats less distinctive in the eyes of the consumer, has somewhat flattened and standardized the pre-shopping out-of-store preparation. Practical implications The pervasiveness and the versatility of the mobile, and its ability to influence the decision-making processes, leads to important managerial questions and implications regarding the effectiveness of in-store marketing initiatives and the need to review the mix of out-of-store and in-store investments, with the knowledge that the consumer will continue to become even more prepared and well informed in the future. Originality/value Mobile devices could be used out-of-store, as a tool for shopping preparation, and in-store as a tool for self-regulation. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the buying behavior of shoppers.

Psychological antecedents of apparel-buying intention for young Indian online shoppers

Purpose This paper aims to determine a scale for measuring psychological factors of apparel-buying intention for young Indian online shoppers. Design/methodology/approach Churchill’s three-stage systematic scale-development methodology is used to develop a psychometric scale. Items were generated and selected in Phase I, followed by scale refinement in Phase II and scale validation in Phase III. Findings The final scientifically validated scale has 36 item scales that measure 10 psychological factors of apparel online-buying intention for online shoppers, from which “perceived value” emerged as the most significant factor. Research limitations/implications This scale is a sector-specific scale that cannot be generalized to other sectors; therefore, further iterations/customizations should be made in future studies for applicability in other sectors. Practical implications This reliable and valid scale will help marketing managers to understand online shopper behavior and formulate effective strategies for online shoppers. Originality/value This paper, to the author’s knowledge, is the first attempt to develop a validated tool to measure the psychological factors of apparel-buying intention for young Indian online shoppers. This scale encompasses all important touch-points in measuring psychological factors influencing online buyer behavior for apparel products.

Using mobile device in-store: which implications for retailers?

The widespread mobile connectivity has not only changed the way we interact and communicate, but has significantly impacted on consumer decision-making process. Consumers in a retail setting use mobile devices with different purposes: finding information on the web, comparing pricing and purchasing goods and services. Therefore, it becomes crucial to understand how the mobile influences the decision-making process as well as the purchasing decisions in-store. This topic is of great importance in grocery sector since retailers and manufacturers devote many investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. The rise of the mobile channel has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behavior. Manufacturers and retailers are worried that the mobile could potentially distract the customer from the products and services offered within the store. Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively affects shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.