Exploring the relationships between shopping trip type, purchases of products on promotion, and shopping basket profit

摘要

How different types of shopping trips influence consumer search and purchase behavior has long been of interest to marketing practitioners and scholars. The reliance of retailers on price specials to influence economic performance means gaining knowledge about linkages between shopping trip type and the consumer response to price specials is important. The present study examines how major shopping trips, fill-in shopping trips, and shopping primarily for price specials are associated with consumer specials search, purchases of price specials, coupon redemption, and retailer shopping basket profitability. The results show consumers visiting the store primarily to purchase price specials were more likely to read flyers and purchased more advertised price specials than consumers on other types of shopping trips. Major and fill-in shoppers were equally responsive to the retailer's promotions. The results also indicate retailer profitability was lowest for specials shoppers and highest for fill-in shoppers.