Weather sensitivity analysis on grocery shopping

Sangkil Moon, Moon Young Kang, Young Han Bae, Charles D Bodkin

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Introduction

Weather influences such consumer choices as store visit and spending amount across industries. Inclement weather often turns consumer mood negative and makes a shopping trip less likely. On the other hand, some weather stimulates consumers' need for certain products (e.g., ice cream in hot weather). Based on these consumer reactions to various weather conditions, businesses, especially retailers focused on consumers' store visits, develop and implement specific marketing strategies. For example, Walmart found that ideal weather for berry sales is associated with low wind and temperatures below 80°F. Accordingly, in such weather, Walmart enhances berry displays, while promoting berries through...

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