Objectives: Shopping behaviour

 

Assumptions that have long been made in retail marketing strategies about the psychology of consumer buying behaviour have been shown to be flawed. Instead, five truths about retail buying decisions h ...

This paper argues that retailers must stop shouting at consumers and start conversations with them. The trick is to understand better how consumers use various media touchpoints and how this affects t

This paper summarises the presentation by Martin Hayward on "Connecting the dots: joined-up insight finally becomes possible" given at the IJMR Research Methods Forum: ‘Methods Matter: Inter ...

Despite abundant research that examines the effects of store brands on retail decision making, little attention has been paid to the predictive model of store brand shelf space. This paper intends to ...

This article describes Snakes & Ladders, a non-directive research method which maps the purchase process from beginning to end. It works by putting the decision at the centre of the investigation ...

This paper details an alternate methodology that permits the consumer decision process to be observed without the constraint of model phases or 'sets'. A new custom-developed computerised process trac ...

That "consumers" can be any multitude of "shoppers" from one moment to the next is one of the many difficulties marketers are grappling with as they explore the emerging field of s ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

There are on the order of one quadrillion (1 followed by 15 zeros) media exposures annually in stores around the world. The question of how those exposures are presently allocated and the current dyn ...

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation. It starts with a report from a survey showing the extent to ...

Retailers develop branded experiences in order to enhance consumers' perceptions of the brand and bring the brand to life. Consumers are effectively immersed in a branded world and experience the bran ...

The present research investigates the roles of both the individual reaction to environmental stimuli and personality characteristics in consumers’ pursuit of hedonic and/or utilitarian shopping values ...

Since the 1960s, the focus in market and social research has been on the search for deep motivations that underpin attitudes and behaviour, and, ultimately, decision making. This paper proposes an alt ...

This paper analyses the current purchasing behaviour of shoppers in 14 countries and, in particular, their usage of different channels (on-line and 'bricks and mortar' retail channels) and the implica ...

This paper is a result of an internal study conducted by Virtual Surveys to investigate the role of online shopping within the broader retail market. Using a combination of online diaries (blogs) and ...

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take int ...

This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across f ...

Supermarkets are relatively advertising-free. This paper argues that if store layouts are designed around how shoppers actually browse, then advertising and other means of influencing buying decisions ...

The paper describes how the development of store loyalty programmes enabled the emergence of a new kind of data allowing analysis of consumer behaviour at the point of sale. This information is of cou ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

This paper introduces the concept of 'Snakes and Ladders' marketing, a new way of viewing decision-making that replaces the old model of the purchase funnel. We have moved from a rationalised world to ...

The core topic of this paper is the presentation of a study methodology that has proved to be effective for understanding shoppers’ actual behavior at point of sale when they make their purchasing dec ...

In this article Professor Andrew Ehrenberg, doyen of consumer behaviour research, reflects on 50 years of simple and innovative research that has resulted in many generalisable truths about brand buyi ...

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, th ...

The paper presents results from a dual study based on pre- and post-interviews with 600 grocery shoppers who shopped both virtually and in real life in “the same store”. The shoppers were asked to ide ...

This paper studies the effects that consumers’ adopted shopping patterns have on their responsiveness to price changes in a heavily contested FMCG category (i.e. coffee). Two dimensions of shopping be ...

This paper provides a detailed case study of a store performance tracker designed and implemented in the United Kingdom. The authors will argue that UK supermarket retail is currently a uniquely compe ...

With technological advances in consumer panel collection devices and the absolute size of consumer panel samples, analysis applications that integrate behavioral and attitudinal measures are becoming ...

Describes a US research project (in a limited geographic area) to study how children are `socialised’ as consumers, and how this varies with demographics, ethnicity etc. Theoretical background, discus ...

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America. Covering a handful of different projects and countless business objec ...