Parents and children in supermarkets: Incidence and influence

Bill Page, Anne Sharp, Larry Lockshin and Herb Sorensen

Journal of Retailing and Consumer Services, 2018, vol. 40, issue C, 31-39

Abstract: Children influence up to a fifth of all household purchase decisions, yet little is known about how this influence is brought to bear. This research looks at the primary householder purchase context of grocery shopping and establishes the incidence of children accompanying adult shoppers. It identifies the effect of their presence on the spend, time taken to complete the trip and the route taken in-store. More than 33,000 observations are analysed, using exit interviews and structured observation of the in-store location of shoppers across two Australian states and four grocery retail outlets.

Keywords: Children; Pester power; Shopper behaviour; Supermarkets (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:40:y:2018:i:c:p:31-39

DOI: 10.1016/j.jretconser.2017.08.023

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