Fundamental patterns of in-store shopper behavior

Herb Sorensen, Svetlana Bogomolova, Katherine Anderson, Giang Trinh, Anne Sharp, Rachel Kennedy, Bill Page and Malcolm Wright

Journal of Retailing and Consumer Services, 2017, vol. 37, issue C, 182-194

Abstract: This research confirms empirical patterns about in-store behaviors based on a large number of shops and store visits, specifically 654,000 transactions in 40 supermarkets, hypermarkets, convenience and specialty stores in the USA, UK, China, and Australia. Integrating new data with past findings highlights that: (i) many shopping trips are short; (ii) shoppers typically only cover a small proportion of the store on any trip, and (iii) the heterogeneity of key behavioral measures (store coverage, number of items bought, and trip length) is generalizable across countries, most store formats, and store size. These patterns can help retailers and manufacturers benchmark and predict behavior and provide a base for further theoretical developments.

Keywords: In-store research; Shopper observational research; Consumer behavior; Empirical generalization (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (29)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:37:y:2017:i:c:p:182-194

DOI: 10.1016/j.jretconser.2017.02.003

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