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

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The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment. / Larsen, Nils Magne; Sigurdsson, Valdimar; Breivik, Jørgen; Orquin, Jacob Lund.

I: Journal of Business Research, Bind 108, 01.2020, s. 390-400.

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review

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Larsen, Nils Magne ; Sigurdsson, Valdimar ; Breivik, Jørgen ; Orquin, Jacob Lund. / The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment. I: Journal of Business Research. 2020 ; Bind 108. s. 390-400.

Bibtex

@article{b10d79e15253412999111371e1db2a22,
title = "The heterogeneity of shoppers{\textquoteright} supermarket behaviors based on the use of carrying equipment",
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.",
keywords = "Carrying equipment, In-store behavior, Segmentation, Shopper efficiency, Shopping trip",
author = "Larsen, {Nils Magne} and Valdimar Sigurdsson and J{\o}rgen Breivik and Orquin, {Jacob Lund}",
year = "2020",
month = jan,
doi = "10.1016/j.jbusres.2019.12.024",
language = "English",
volume = "108",
pages = "390--400",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment

AU - Larsen, Nils Magne

AU - Sigurdsson, Valdimar

AU - Breivik, Jørgen

AU - Orquin, Jacob Lund

PY - 2020/1

Y1 - 2020/1

N2 - 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.

AB - 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.

KW - Carrying equipment

KW - In-store behavior

KW - Segmentation

KW - Shopper efficiency

KW - Shopping trip

UR - http://www.scopus.com/inward/record.url?scp=85076969870&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2019.12.024

DO - 10.1016/j.jbusres.2019.12.024

M3 - Journal article

AN - SCOPUS:85076969870

VL - 108

SP - 390

EP - 400

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -