Behavioural and psychographic characteristics of supermarket catalogue users

Pei Jie Tan, Arry Tanusondjaja, Armando Corsi, Larry Lockshin, Christopher Villani and Svetlana Bogomolova

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: Supermarket catalogues (also known as store flyers or circulars) are a popular retail tool for influencing shoppers’ behaviour and increasing store sales. Past research has documented varying effects of catalogue promotions on consumer behaviour, but it has not focused specifically on the psychographic and behavioural characteristics of catalogue users. This research aims to fill this gap through an analysis of a representative sample of 506 South Australian consumers. The results show that consumers who use supermarket catalogues are more likely to have one or more of these characteristics: price-consciousness, deal-proneness, low-income, and rarely switches brands. The contribution of this research provides empirical evidence on the user profiles of supermarket catalogues. Retailers and suppliers equipped with this knowledge can create more relevant promotions to increase efficiency and incremental sales.

Keywords: Catalogues; Supermarkets; Psychographic characteristics (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000357

DOI: 10.1016/j.jretconser.2021.102469

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