Shopping missions: An analytical method for the identification of shopper need states

Panagiotis Sarantopoulos, Aristeidis Theotokis, Katerina Pramatari and Georgios Doukidis

Journal of Business Research, 2016, vol. 69, issue 3, 1043-1052

Abstract: Shoppers enter stores to meet diverse need states, such as getting a soft drink and a bag of potato chips for immediate consumption or purchasing ingredients for meals to make on the same day. The present article introduces the concept of a shopping mission that can be identified by the complementarity and sales affinity among the balanced number of product categories in trips with relatively concrete goals. The authors develop an analytical method to identify several shopping missions at the store level and demonstrate the utility, validity, and replicability of this method using a data set with 4 million baskets from a multinational supermarket chain. The authors also provide evidence that the identification of shopping missions offers a wealth of opportunities for targeted shopper marketing activities.

Keywords: Shopping mission; Shopping goal; Shopping mindset; Sales data analytics (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296315003549
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:3:p:1043-1052

DOI: 10.1016/j.jbusres.2015.08.017

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().