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Abstract:

The presence of a written shopping list on a major grocery buying trip to the supermarket is tangible evidence of out-of-store planning by the shopper. This pre-planning may influence both time spent in store and grocery expenditure, two factors of importance to supermarket retailers. Set in a New Zealand city, examines the extent to which a written grocery shopping list affects these two factors by comparing the behaviour of two matched samples, one with lists and one without. The findings are conclusive: written shopping lists significantly reduce average expenditure; the presence of children accompanying the shopper significantly increases expenditure and time spent in store. While supermarket retailers cannot dissuade customers from bringing a written shopping list to the store, they can encourage customers to spend more time in-store, and to shop with someone else, thereby increasing average expenditure.

Keywords:

Consumer behaviour, Grocery industry, New Zealand, Retail trade, Shops, Supermarkets

Article URL:

http://www.emeraldinsight.com/10.1108/09590559310028040

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