Grocery shopping: list and non-list usage

by A.Thomas, R.Garland
in Marketing Intelligence & Planning vol.22, issue 6, pg. 623-635, 2004

SUMMARY

This paper examines grocery shopping as a repetitive and routine task based on the “Scripted behaviour” concept.

It is observed that some shoppers take a list and others do not. The notion of “scripts” is used to examine the underlying reasons for the presence and absence of grocery shopping lists on major weekly or two-weekly shopping trips to supermarkets. It is known that the presence or absence of lists such behaviour affects purchase activity in supermarkets.

This study has been conducted in New Zealand, and investigates the shopping list being a moderator of purchase behaviour. It shows the differences between list and non-list grocery shoppers and suggests that far more planning occurs amongst all grocery shoppers more than expected.

The study reveals that some grocery shoppers, regardless of the presence or absence of a written shopping list, have a flexible approach to grocery shopping that is part of their overall shopping script. It is suggested that supermarket retailing planners could act on this intelligence in such a way as to support shoppers' pre-planning, and thereby protect or increase their share of custom.

M.UĞURTAN 107604159