Using observational research for behavioural segmentation of shoppers

Sinha, Piyush Kumar; Uniyal, Dwarika Prasad

doi:10.1016/j.jretconser.2004.02.003

Cited by 70 publications

(55 citation statements)

References 31 publications

(37 reference statements)

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“…The strand of literature which focuses on the influence of in-store marketing levers on shopping behaviour is known as "Shopper Marketing" and some authors have focused their attention on some specific marketing levers (Kahn & Schmittlein 1989;Chandon, Hutchinson, & Young, 2002;Inman & Winer, 1998;Sinha & Uniyal 2005;Larson, Bradlow, & Fader, 2005;Larson, Bradlow, & Fader, 2006;Neff, 2008;Chandon, Hutchinson, Bradlow, & Young, 2006;Inman et al, 2009;Dulsrud & Jacobsen, 2009;Suher & Sorensen, 2010;ECR Europe, 2011;Bell, Corsten, & Knox, 2011). Several authors started to recognize that many decisions are not made until consumers enter the store (Agnew, 1987;McIntyre, 1995;Inman et al, 2009) and began to define and analyse the phenomenon of impulse buying.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Does Shopping Preparation influence Consumer Buying Decisions?

Bellini¹,

Cardinali²,

Grandi³

2016

IBR

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Changes in consumers" environment, specifically the economic crisis and the growing penetration of digital technologies, have produced significant changes in shopping habits, designed to gradually reduced the effectiveness of in-store marketing levers in influencing shopping behaviour. On one hand, due to the global economic downturn and the associated diminished disposable income, more shoppers are now searching more information before entering a store and evaluating more alternatives before to decide where and what to shop. On the other hand, the deep penetration of technological developments, such as digital media and mobile devices, among the population, has opened up new opportunities to influence shopper attitudes and behaviour in the retail environment. A new scenario seems to be opening up where more planning and preparation for shopping is carried out before customers entering the store. In this new environment, to formulate and execute effective shopper marketing strategies, managers need to better understand the complete picture of how online, offline, mobile and in-store marketing influence shoppers in the path-to-purchase-and-beyond cycle. Starting from recent research avenues, our work intends to explore the relationship between pre-shopping behaviour and shopping behaviour in-store, with the aim to understand how pre-trip activities have influenced shopping behaviour in-store. In order to get this purpose, we conducted a survey in three stores belonging to a leading Italian grocery retailer. Shoppers were intercepted in front of the display, when the chosen product was placed in the shopping cart. Through a structured questionnaire, respondents were asked about the nature of the purchase (planned vs unplanned) and the degree of out-of-store preparation (number and type of activity carried out). Data were processed using SPSS statistical software. The degree of grocery shopping preparation is found to influence shopper behaviour inside the store in terms of planned/impulse buying: the higher is the degree of preparation, the greater is the tendency to plan purchases and the lower is the tendency to make impulse purchases. Our findings could suggest retailers and manufacturers new ways to innovate the practice of shopper marketing, considering that marketing levers cannot still affect consumers" decisions in-store as in the past.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Does Shopping Preparation influence Consumer Buying Decisions?

Bellini¹,

Cardinali²,

Grandi³

2016

IBR

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“…The CFA overall fit was acceptable (CFI=.991, NFI=.982, RMSEA =.050, χ²=353.04 with 174 df). Convergent validity was assessed by examining the magnitude, direction, and statistical significance of the estimated standardized factor loadings [41][42][43][44][45]. All the significant and positive factor loadings are being given (Table 5).…”

Section: Model Testingmentioning

confidence: 99%

Customer Perceptions for Store Attributes: A Study of Unorganized Retail Stores in India

Mishra¹

2014

Bus Eco J

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The objective of the study is to examine the store attributes for a traditional store in Indian context. The study we will evaluate the relationship between store attributes and customer perceptions in different retail categories in traditional stores. The study is a two staged study with its first stage as a set of qualitative based interviews leading the second stage of designing a structured questionnaire. A total of 240 structured questionnaires were collected to examine the data. Another significant relation which was evolved was the moderating effect on the relationship between distances travelled on the customer perceptions. The results identified typically stress on the positive relation between customer perceptions and store attributes. The relations identified and the recommendations made in the article would help the retailers catering in unorganized markets to meet the customer expectations and hence retain a loyal customer.

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“…We would recommend future research to develop instruments that would allow clustering of night-time shopper segments and probe more deeply into motivators and effects of night-time grocery shopping. The recent development of behavioural segmentation based on observational research (Sinha and Uniyal, 2005) may prove useful for this purpose. We would also urge research to compare and contrast online and off-line grocery shopping behaviours during the 24-hour period.…”

Section: Discussionmentioning

confidence: 99%

“…Many attempts to categorize different shopping segments in the various retail categories have been based on some of the concepts discussed above, particularly on factors such as time allocation, shopping motivations, situational variables and arousal (for a recent overview see Sinha and Uniyal, 2005). In relation to grocery shopping, Geuens et al (2001) for instance distinguish six different types shoppers on the basis of time poverty, social needs and experiential needs: the convenience shopper, the low-price shopper, the social shopper, the intense social shopper, the experiential shopper and the recreational shopper.…”

Section: Night-time Shopping Segmentsmentioning

confidence: 99%

Exploring night-time grocery shopping behaviour

Geiger

2007

Journal of Retailing and Consumer Services

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Her main areas of interest are interpersonal relationships and agency issues in marketing and sales and she has published in a number of international marketing journals on these issues. 1Exploring Night-Time Grocery Shopping Behaviour Abstract Recent legal and societal developments have provided an impetus for rethinking retail opening hours in many European countries. In many of these countries, large supermarket chains are now developing an interest in extending their opening hours to a 24-hour regime. This paper discusses the conceptual foundations for understanding night-time shopping behaviour both from a sociological and a consumer research perspective. It also presents exploratory evidence from a study combining participant observation with a survey of 146 night-time grocery shoppers in a large supermarket in the Republic of Ireland. The results indicate that with a proliferation of 'unconventional' lifestyles among modern consumers, night-time supermarkets offer a service that is highly appreciated by parts of the Irish population. The study also shows that despite the prevalence of functional motivators for night-time grocery shoppers, the hedonic and social aspects of this shopping behaviour should not be overlooked. The paper finishes by developing a research agenda for consumer behaviour in the new 24-hour society.

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Using observational research for behavioural segmentation of shoppers

Cited by 70 publications

References 31 publications

Does Shopping Preparation influence Consumer Buying Decisions?

Does Shopping Preparation influence Consumer Buying Decisions?

Customer Perceptions for Store Attributes: A Study of Unorganized Retail Stores in India

Exploring night-time grocery shopping behaviour

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