Cherry-pickers and store switchers - consumer shopping behaviours and in-store expenditure decisions in virtual test stores

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.

Cherry-pickers and store switchers - consumer shopping behaviours and in-store expenditure decisions in virtual test stores

Bernhard TreiberTreiber + Partners, Germany

BACKGROUND

Understanding the nature of competition among supermarkets is an important...