Planned versus unplanned grocery shopping behaviour: an empirical study

  • Authors:

  • Michael Bourlakis;Spyridon Mamalis;Jessica Sangster

  • Affiliations:

  • School of Agriculture, Food & Rural Development, University of Newcastle upon Tyne, Newcastle upon Tyne, United Kingdom;Department of Marketing and Quality Control of Agricultural Products, Technological Educational Institute of Western Macedonia, Alistrati Serron, Greece;School of Agriculture, Food & Rural Development, University of Newcastle upon Tyne, Newcastle upon Tyne, United Kingdom

  • Venue:
  • DIWEB'06 Proceedings of the 5th WSEAS International Conference on Distance Learning and Web Engineering
  • Year:
  • 2005

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Abstract

This study is being carried out in order to identify what affects unplanned behaviour, which accounts for a significant amount of supermarket purchases. This should have a significant affect on the way products are marketed given that most purchasing decisions would appear to be made in the store itself. The empirical work combined qualitative and quantitative methods and the results found that consumers paid emphasis to specific attributes that, in turn, influence their purchasing behaviour, either planned or unplanned. The above will support retail managers during the development of store strategies with the ultimate aim to influence consumer behaviour towards increased product purchasing.