Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time
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(Published version)
Date
2019
Authors
Bogomolova, S.
Anesbury, Z.
Lockshin, L.
Kapulski, N.
Bogomolov, T.
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Journal article
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Journal of Retailing and Consumer Services, 2019; 46:121-129
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Abstract
Two studies provide estimates of the upper range of incidence of first-time (brand and UPC) purchases, claimed reasons for these new purchases, and consumer profiles of first-time brand buyers. Study 1 analyzes three years of transaction data from 10,000 loyalty card members; Study 2 reports on 510 mall-intercept interviews in two different stores. Despite the vast range of items available in modern supermarkets, new brand purchasing is not particularly common: new brands constitute about 5% of items in a basket and are purchased on about 1/3 of shopping trips. The majority of these new-to-consumer purchases have been prompted by in-store stimuli (noticing new brands, price promotions and stock-outs). Interestingly, demographic characteristics between first-time and existing buyers did not differ. Providing further evidence to the habitual nature of grocery shopping, the results indicate limited opportunities to expand/change consumer repertoires suggesting the need for ongoing marketing activities for FMCGs.
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Data source: Figures & tables, https://doi.org/10.1016/j.jretconser.2017.05.010
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Copyright 2017 Elsevier
Access Condition Notes: Accepted manuscript available from 1 April 2022