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Retail shopping lists: Reassessment and new insights

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  • Schmidt, Marcus

Abstract

The paper addresses consumers' shopping lists. The current study is based on a survey of 871 lists collected at retail grocery stores. Most items on shopping lists appear on the product category level rather than the brand level. The importance of the brand level varies considerably across product categories. An association between the frequency of a brand's appearance on lists and the amount of money spent on advertising the brand could not be found. A strong link between brands, prices and store names is revealed. Price in the majority of cases refers to brands rather than to product categories. The paper ends with a discussion and with suggestions for future research.

Suggested Citation

  • Schmidt, Marcus, 2012. "Retail shopping lists: Reassessment and new insights," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 36-44.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:1:p:36-44
    DOI: 10.1016/j.jretconser.2011.08.006
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    References listed on IDEAS

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    1. André Tordjman, 1994. "European retailing: convergences, differences and perspectives," Working Papers hal-00607606, HAL.
    2. Vincent R. Nijs & Marnik G. Dekimpe & Jan-Benedict E.M. Steenkamps & Dominique M. Hanssens, 2001. "The Category-Demand Effects of Price Promotions," Marketing Science, INFORMS, vol. 20(1), pages 1-22, September.
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    Cited by:

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    2. Bogomolova, Svetlana & Anesbury, Zachary & Lockshin, Larry & Kapulski, Natasha & Bogomolov, Tim, 2019. "Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 121-129.

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