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Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time

Svetlana Bogomolova, Zachary Anesbury, Larry Lockshin, Natasha Kapulski and Tim Bogomolov

Journal of Retailing and Consumer Services, 2019, vol. 46, issue C, 121-129

Abstract: Two studies provide estimates of the upper range of incidence of first-time (brand and UPC) purchases, claimed reasons for these new purchases, and consumer profiles of first-time brand buyers. Study 1 analyzes three years of transaction data from 10,000 loyalty card members; Study 2 reports on 510 mall-intercept interviews in two different stores. Despite the vast range of items available in modern supermarkets, new brand purchasing is not particularly common: new brands constitute about 5% of items in a basket and are purchased on about 1/3 of shopping trips. The majority of these new-to-consumer purchases have been prompted by in-store stimuli (noticing new brands, price promotions and stock-outs). Interestingly, demographic characteristics between first-time and existing buyers did not differ. Providing further evidence to the habitual nature of grocery shopping, the results indicate limited opportunities to expand/change consumer repertoires suggesting the need for ongoing marketing activities for FMCGs.

Keywords: Shopping; First-time brand purchase; Brand switching; In-store choices (search for similar items in EconPapers)
Date: 2019
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