A definition of shopping prescription and its integration into the decision-making process

Corinne Lamour () and Catherine de La Robertie
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Corinne Lamour: UBS - Université de Bretagne Sud
Catherine de La Robertie: UP1 - Université Paris 1 Panthéon-Sorbonne, PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: What is a shopping prescription? Despite its intervention in many markets, shopping prescriptions have not been discussed extensively in marketing research. A qualitative study with veterinarians and pet food buyers provides a definition of shopping prescription and its integration into the purchasing decision-making process. A shopping prescription is advice, and trust and knowledge form its foundation. Intensity and compliance with prescriptions vary according to the perceived risk from both parties, while the prescriber's independence does not seem to be questioned. These conclusions confirm and contradict some past research, but they certainly clarify the shopping prescription concept.

Keywords: pet food; shopping prescription (search for similar items in EconPapers)
Date: 2015
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Published in Journal of Marketing Trends, 2015, 2 (1), pp.83-89

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03968808

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