IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v108y2020icp390-400.html
   My bibliography  Save this article

The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment

Author

Listed:
  • Larsen, Nils Magne
  • Sigurdsson, Valdimar
  • Breivik, Jørgen
  • Orquin, Jacob Lund

Abstract

Research on in-store behavior has largely focused on shoppers with carts. In a study involving 15 stores and a total of 3540 shoppers, we document that only 20 percent of shoppers actually use shopping carts, while 28 percent use baskets and 51 percent use no carrying equipment. To better understand the role of carrying equipment, we collected data in a second study from 635 complete shopping trips using behavioral tracking technology and systematic sampling. We show that there is important heterogeneity in in-store behavior related to equipment and that carrying equipment is a suitable variable for segmenting shoppers. It is an objective and observable measure that consistently explains the variance in travel distance, shopping duration, store area coverage, walking speed, basket size, and shopper efficiency. We also find non-equipment trips to be least efficient, despite their popularity. The findings have implications for both research and retail practices.

Suggested Citation

  • Larsen, Nils Magne & Sigurdsson, Valdimar & Breivik, Jørgen & Orquin, Jacob Lund, 2020. "The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment," Journal of Business Research, Elsevier, vol. 108(C), pages 390-400.
    • Handle: RePEc:eee:jbrese:v:108:y:2020:i:c:p:390-400
    DOI: 10.1016/j.jbusres.2019.12.024
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319307908
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2019.12.024?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sam K. Hui & Peter S. Fader & Eric T. Bradlow, 2009. "—The Traveling Salesman Goes Shopping: The Systematic Deviations of Grocery Paths from TSP Optimality," Marketing Science, INFORMS, vol. 28(3), pages 566-572, 05-06.
    2. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    3. Sam K. Hui & Peter S. Fader & Eric T. Bradlow, 2009. "Path Data in Marketing: An Integrative Framework and Prospectus for Model Building," Marketing Science, INFORMS, vol. 28(2), pages 320-335, 03-04.
    4. Sam K. Hui & Eric T. Bradlow & Peter S. Fader, 2009. "Testing Behavioral Hypotheses Using an Integrated Model of Grocery Store Shopping Path and Purchase Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 478-493.
    5. Bram Van Den Bergh & Nico Heuvinck & Gaby A. C. Schellekens & Iris Vermeir, 2016. "Altering Speed of Locomotion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 407-428.
    6. Phua, Peilin & Page, Bill & Bogomolova, Svetlana, 2015. "Validating Bluetooth logging as metric for shopper behaviour studies," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 158-163.
    7. Sorensen, Herb & Bogomolova, Svetlana & Anderson, Katherine & Trinh, Giang & Sharp, Anne & Kennedy, Rachel & Page, Bill & Wright, Malcolm, 2017. "Fundamental patterns of in-store shopper behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 182-194.
    8. Davis, Lizhu & Hodges, Nancy, 2012. "Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 229-239.
    9. Stephan Seiler & Fabio Pinna, 2017. "Estimating Search Benefits from Path-Tracking Data: Measurement and Determinants," Marketing Science, INFORMS, vol. 36(4), pages 565-589, July.
    10. Beatty, Sharon E & Smith, Scott M, 1987. "External Search Effort: An Investigation across Several Product Categories," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(1), pages 83-95, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ladeira, Wagner Junior & de Oliveira Santini, Fernando & Pinto, Diego Costa, 2022. "Clockwise versus counterclockwise turning bias: Moderation effects of foot traffic and cognitive experience on visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Iman Dayarian & Jennifer Pazour, 2022. "Crowdsourced order‐fulfillment policies using in‐store customers," Production and Operations Management, Production and Operations Management Society, vol. 31(11), pages 4075-4094, November.
    4. Sigurdsson, Valdimar & Larsen, Nils Magne & Pálsdóttir, Rakel Gyða & Folwarczny, Michal & Menon, R.G. Vishnu & Fagerstrøm, Asle, 2022. "Increasing the effectiveness of ecological food signaling: Comparing sustainability tags with eco-labels," Journal of Business Research, Elsevier, vol. 139(C), pages 1099-1110.
    5. Bhatt, Siddharth & Pai, Dinesh R. & DelVecchio, Devon, 2023. "The dark side of multiunit discounts: Multiunit discounts reduce rest of basket revenue," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Pascucci, Federica & Nardi, Lorenzo & Marinelli, Luca & Paolanti, Marina & Frontoni, Emanuele & Gregori, Gian Luca, 2022. "Combining sell-out data with shopper behaviour data for category performance measurement: The role of category conversion power," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Duong, Trang Thi-Thuy & Ngo, Liem Viet & Surachartkumtonkun, Jiraporn & Tran, Mai Dong & Northey, Gavin, 2023. "Less is more! A pathway to consumer's transcendence," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pascucci, Federica & Nardi, Lorenzo & Marinelli, Luca & Paolanti, Marina & Frontoni, Emanuele & Gregori, Gian Luca, 2022. "Combining sell-out data with shopper behaviour data for category performance measurement: The role of category conversion power," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Sorensen, Herb & Bogomolova, Svetlana & Anderson, Katherine & Trinh, Giang & Sharp, Anne & Kennedy, Rachel & Page, Bill & Wright, Malcolm, 2017. "Fundamental patterns of in-store shopper behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 182-194.
    3. Kakatkar, Chinmay & Spann, Martin, 2019. "Marketing analytics using anonymized and fragmented tracking data," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 117-136.
    4. Bradlow, Eric T. & Gangwar, Manish & Kopalle, Praveen & Voleti, Sudhir, 2017. "The Role of Big Data and Predictive Analytics in Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 79-95.
    5. Xiaoling Zhang & Shibo Li & Raymond R. Burke, 2018. "Modeling the effects of dynamic group influence on shopper zone choice, purchase conversion, and spending," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1089-1107, November.
    6. Page, Bill & Sharp, Anne & Lockshin, Larry & Sorensen, Herb, 2018. "Parents and children in supermarkets: Incidence and influence," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 31-39.
    7. Sam Hui & Eric Bradlow, 2012. "Bayesian multi-resolution spatial analysis with applications to marketing," Quantitative Marketing and Economics (QME), Springer, vol. 10(4), pages 419-452, December.
    8. Darvasi, Gábor & Spann, Martin & Zubcsek, Peter Pal, 2024. "How observation of other shoppers increases the in-store use of mobile technology," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Bradley Guthrie & Pratik J. Parikh, 2021. "Evaluating exposure of a retail rack layout in 3D," Flexible Services and Manufacturing Journal, Springer, vol. 33(1), pages 107-135, March.
    10. Page, Bill & Sharp, Anne & Lockshin, Larry & Sorensen, Herb, 2019. "Using the Eyberg Child Behaviour Inventory to investigate Pester Power," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 265-271.
    11. Boone, Tonya & Ganeshan, Ram & Jain, Aditya & Sanders, Nada R., 2019. "Forecasting sales in the supply chain: Consumer analytics in the big data era," International Journal of Forecasting, Elsevier, vol. 35(1), pages 170-180.
    12. Nils Engelbrecht & Tim-Benjamin Lembcke & Alfred Benedikt Brendel & Kilian Bizer & Lutz M. Kolbe, 2021. "The Virtual Online Supermarket: An Open-Source Research Platform for Experimental Consumer Research," Sustainability, MDPI, vol. 13(8), pages 1-25, April.
    13. Epstein, Leonardo D. & Inostroza-Quezada, Ignacio E. & Goodstein, Ronald C. & Choi, S. Chan, 2021. "Dynamic effects of store promotions on purchase conversion: Expanding technology applications with innovative analytics," Journal of Business Research, Elsevier, vol. 128(C), pages 279-289.
    14. Stephan Seiler & Song Yao, 2017. "The impact of advertising along the conversion funnel," Quantitative Marketing and Economics (QME), Springer, vol. 15(3), pages 241-278, September.
    15. Graham, Charles & Khan, Kamran & Ilyas, Muhammad, 2019. "Estimating the value of passing trade from pedestrian density," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 103-111.
    16. Fagerstrøm, Asle & Eriksson, Niklas & Sigurdsson, Valdimar, 2020. "Investigating the impact of Internet of Things services from a smartphone app on grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    17. Mohamed Slim Ben Mimoun & Caroline Lancelot Miltgen & Boulbeba Slama, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Post-Print hal-03519230, HAL.
    18. Isabelle Collin-Lachaud & Mbaye Fall Diallo, 2021. "Smartphone use during shopping and store loyalty: The role of social influence," Post-Print hal-03156195, HAL.
    19. Akira Matsui & Daisuke Moriwaki, 2022. "Online-to-offline advertisements as field experiments," The Japanese Economic Review, Springer, vol. 73(1), pages 211-242, January.
    20. Page, Bill & Trinh, Giang & Bogomolova, Svetlana, 2019. "Comparing two supermarket layouts: The effect of a middle aisle on basket size, spend, trip duration and endcap use," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 49-56.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:108:y:2020:i:c:p:390-400. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.