The incidence of different types of planning behaviour in supermarket shopping
Files
(Published version)
Date
2015
Authors
Manno, A.M.
Dunn, S.
Bogomolova, S.
Editors
Sinha, A.
Cadeaux, J.
Bucic, T.
Cadeaux, J.
Bucic, T.
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
Conference paper
Citation
Australasian Marketing Journal, 2015 / Sinha, A., Cadeaux, J., Bucic, T. (ed./s), pp.261-268
Statement of Responsibility
Conference Name
2015 ANZMAC Conference: innovation and growth strategies in marketing (30 Nov 2015 - 2 Dec 2015 : Sydney, Australia)
Abstract
This paper examines the different types of supermarket shopping planning behaviour. Specifically, we examine (a) the incidence of planning across shopping trips, (b) how the list is constructed (category or brand-based) and (c) explore the incidence of mental planning - an area that has been almost entirely omitted in previous studies. The data covers in-store interviews conducted in a typical supermarket over two months, with 128 shoppers. 84% of shoppers planned for their shopping trip, with 33% of shoppers planning mentally. Of the purchases made, 73% have been planned, of which approximately half were planned mentally. Planning was typically on the product category level (87%). Far fewer shoppers planned to buy specific brands, and of those who did, approximately a third actually changed brands. These findings expand researchers’ understanding of the incidence of shopper planning behaviour, especially about mental planning, a common occurrence, yet under-researched
School/Discipline
Dissertation Note
Provenance
Description
Access Status
Rights
Copyright 2015 The Authors