Opin vísindi

The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment

The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment


Title: The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment
Author: Larsen, Nils Magne
Sigurdsson, Valdimar   orcid.org/0000-0002-2420-4863
Breivik, Jørgen
Orquin, Jacob Lund
Date: 2020-01
Language: English
Scope: 390-400
University/Institute: Háskólinn í Reykjavík
Reykjavik University
School: Samfélagssvið (HR)
School of Social Sciences (RU)
Department: Viðskiptadeild (HR)
School of Business (RU)
ISSN: 0148-2963
1873-7978 (eISSN)
DOI: 10.1016/j.jbusres.2019.12.024
Subject: Marketing; Carrying equipment; Segmentation; Shopping trip; In-store behavior; Shopper efficiency; Markaðssetning; Verslanir; Stórmarkaðir; Innkaup; Kauphegðun; Neytendahegðun
URI: https://hdl.handle.net/20.500.11815/2476

Show full item record

Citation:

Larsen, N. M., Sigurdsson, V., Breivik, J., & Orquin, J. L. (2020). The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment. Journal of Business Research, 108, 390–400. https://doi.org/10.1016/j.jbusres.2019.12.024

Abstract:

Research on in-store behavior has largely focused on shoppers with carts. In a study involving 15 stores and a total of 3540 shoppers, we document that only 20 percent of shoppers actually use shopping carts, while 28 percent use baskets and 51 percent use no carrying equipment. To better understand the role of carrying equipment, we collected data in a second study from 635 complete shopping trips using behavioral tracking technology and systematic sampling. We show that there is important heterogeneity in in-store behavior related to equipment and that carrying equipment is a suitable variable for segmenting shoppers. It is an objective and observable measure that consistently explains the variance in travel distance, shopping duration, store area coverage, walking speed, basket size, and shopper efficiency. We also find non-equipment trips to be least efficient, despite their popularity. The findings have implications for both research and retail practices.

Description:

Publisher's version (útgefin grein)

Rights:

This is an open access article under the CC BY license (http://creativecommons.org/licenses/BY/4.0/).

Files in this item

This item appears in the following Collection(s)