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

Permanent lenke
https://hdl.handle.net/10037/17790
DOI
https://doi.org/10.1016/j.jbusres.2019.12.024
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article.pdf (599.0Kb)
Publisert versjon (PDF)
Dato
2019-12-28
Type
Journal article
Tidsskriftartikkel
Peer reviewed

Forfatter
Larsen, Nils Magne; Sigurdsson, Valdimar; Breivik, Jørgen; Orquin, Jacob Lund
Sammendrag
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.
Er en del av
Breivik, J. (2022). Two pawns in their game - Inventory and customer efficiency. (Doctoral thesis). https://hdl.handle.net/10037/27984
Forlag
Elsevier
Sitering
Larsen NM, Sigurdsson V, Breivik J, Orquin. The heterogeneity of shoppers’ supermarket behaviors based on the use of carrying equipment. Journal of Business Research. 2020;108:390-400
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  • Artikler, rapporter og annet (Handelshøgskolen) [635]
Copyright 2019 The Author(s)

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