IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i3p1043-1052.html
   My bibliography  Save this article

Shopping missions: An analytical method for the identification of shopper need states

Author

Listed:
  • Sarantopoulos, Panagiotis
  • Theotokis, Aristeidis
  • Pramatari, Katerina
  • Doukidis, Georgios

Abstract

Shoppers enter stores to meet diverse need states, such as getting a soft drink and a bag of potato chips for immediate consumption or purchasing ingredients for meals to make on the same day. The present article introduces the concept of a shopping mission that can be identified by the complementarity and sales affinity among the balanced number of product categories in trips with relatively concrete goals. The authors develop an analytical method to identify several shopping missions at the store level and demonstrate the utility, validity, and replicability of this method using a data set with 4 million baskets from a multinational supermarket chain. The authors also provide evidence that the identification of shopping missions offers a wealth of opportunities for targeted shopper marketing activities.

Suggested Citation

  • Sarantopoulos, Panagiotis & Theotokis, Aristeidis & Pramatari, Katerina & Doukidis, Georgios, 2016. "Shopping missions: An analytical method for the identification of shopper need states," Journal of Business Research, Elsevier, vol. 69(3), pages 1043-1052.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1043-1052
    DOI: 10.1016/j.jbusres.2015.08.017
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296315003549
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2015.08.017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Leonard Lee & Dan Ariely, 2006. "Shopping Goals, Goal Concreteness, and Conditional Promotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 60-70, June.
    2. Gergana Nenkov, 2012. "It’s all in the mindset: Effects of varying psychological distance in persuasive messages," Marketing Letters, Springer, vol. 23(3), pages 615-628, September.
    3. Talukdar, Debabrata & Gauri, Dinesh K. & Grewal, Dhruv, 2010. "An Empirical Analysis of the Extreme Cherry Picking Behavior of Consumers in the Frequently Purchased Goods Market," Journal of Retailing, Elsevier, vol. 86(4), pages 336-354.
    4. Mayhew, Glenn E & Winer, Russell S, 1992. "An Empirical Analysis of Internal and External Reference Prices Using Scanner Data," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 62-70, June.
    5. Shankar, Venkatesh & Inman, J. Jeffrey & Mantrala, Murali & Kelley, Eileen & Rizley, Ross, 2011. "Innovations in Shopper Marketing: Current Insights and Future Research Issues," Journal of Retailing, Elsevier, vol. 87(S1), pages 29-42.
    6. Germann, Frank & Lilien, Gary L. & Rangaswamy, Arvind, 2013. "Performance implications of deploying marketing analytics," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 114-128.
    7. Robert Tibshirani & Guenther Walther & Trevor Hastie, 2001. "Estimating the number of clusters in a data set via the gap statistic," Journal of the Royal Statistical Society Series B, Royal Statistical Society, vol. 63(2), pages 411-423.
    8. Cait Poynor Lamberton & Kristin Diehl, 2013. "Retail Choice Architecture: The Effects of Benefit- and Attribute-Based Assortment Organization on Consumer Perceptions and Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(3), pages 393-411.
    9. David R. Bell & James M. Lattin, 1998. "Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket” Shoppers Prefer EDLP," Marketing Science, INFORMS, vol. 17(1), pages 66-88.
    10. Walters, Rockney G. & Jamil, Maqbul, 2003. "Exploring the relationships between shopping trip type, purchases of products on promotion, and shopping basket profit," Journal of Business Research, Elsevier, vol. 56(1), pages 17-29, January.
    11. Bridges, Eileen & Florsheim, Renée, 2008. "Hedonic and utilitarian shopping goals: The online experience," Journal of Business Research, Elsevier, vol. 61(4), pages 309-314, April.
    12. Englis, Basil G. & Solomon, Michael R., 1996. "Using consumption constellations to develop integrated communications strategies," Journal of Business Research, Elsevier, vol. 37(3), pages 183-191, November.
    13. Sunil Gupta & Dominique Hanssens & John R. Hauser & Donald Lehmann & Bernd Schmitt, 2014. "Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science," Marketing Science, INFORMS, vol. 33(1), pages 1-5, January.
    14. Lan Nguyen Chaplin & Tina M. Lowrey, 2010. "The Development of Consumer-Based Consumption Constellations in Children," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 757-777, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Anastasia Griva & Cleopatra Bardaki & Katerina Pramatari & Georgios Doukidis, 2022. "Factors Affecting Customer Analytics: Evidence from Three Retail Cases," Information Systems Frontiers, Springer, vol. 24(2), pages 493-516, April.
    2. Steinhoff, Lena & Zondag, Marcellis M., 2021. "Loyalty programs as travel companions: Complementary service features across customer journey stages," Journal of Business Research, Elsevier, vol. 129(C), pages 70-82.
    3. Ferracuti, N. & Norscini, C. & Frontoni, E. & Gabellini, P. & Paolanti, M. & Placidi, V., 2019. "A business application of RTLS technology in Intelligent Retail Environment: Defining the shopper's preferred path and its segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 184-194.
    4. Rains, Tim & Longley, Paul, 2021. "The provenance of loyalty card data for urban and retail analytics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. von Mutius, Bernhard & Huchzermeier, Arnd, 2021. "Customized Targeting Strategies for Category Coupons to Maximize CLV and Minimize Cost," Journal of Retailing, Elsevier, vol. 97(4), pages 764-779.
    6. Blanka, Christine & Krumay, Barbara & Rueckel, David, 2022. "The interplay of digital transformation and employee competency: A design science approach," Technological Forecasting and Social Change, Elsevier, vol. 178(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anastasia Griva & Cleopatra Bardaki & Katerina Pramatari & Georgios Doukidis, 2022. "Factors Affecting Customer Analytics: Evidence from Three Retail Cases," Information Systems Frontiers, Springer, vol. 24(2), pages 493-516, April.
    2. Lee, Ha Kyung & Choo, Ho Jung, 2019. "Birds of a feather flocked together look abundant: The visual gestalt effect of an assortment presentation," Journal of Business Research, Elsevier, vol. 104(C), pages 170-182.
    3. Sutthipong Meeyai, 2015. "Modeling Store Patronage: A Systematic Review," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 40-48, July.
    4. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    5. Noble, Stephanie M. & Lee, Kang Bok & Zaretzki, Russell & Autry, Chad, 2017. "Coupon clipping by impoverished consumers: Linking demographics, basket size, and coupon redemption rates," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 553-571.
    6. Guyt, Jonne & Gijsbrechts, Els, 2018. "On consumer choice patterns and the net impact of feature promotions," International Journal of Research in Marketing, Elsevier, vol. 35(3), pages 490-508.
    7. Haans, A.J. & Gijsbrechts, E., 2011. "One-deal-fits-all? : On category sales promotion effectiveness in smaller versus larger supermarkets," Other publications TiSEM 2c1a69db-bdfa-4988-a84c-4, Tilburg University, School of Economics and Management.
    8. Villanova, Daniel & Bodapati, Anand V. & Puccinelli, Nancy M. & Tsiros, Michael & Goodstein, Ronald C. & Kushwaha, Tarun & Suri, Rajneesh & Ho, Henry & Brandon, Renee & Hatfield, Cheryl, 2021. "Retailer Marketing Communications in the Digital Age: Getting the Right Message to the Right Shopper at the Right Time," Journal of Retailing, Elsevier, vol. 97(1), pages 116-132.
    9. Gauri, Dinesh K. & Ratchford, Brian & Pancras, Joseph & Talukdar, Debabrata, 2017. "An Empirical Analysis of the Impact of Promotional Discounts on Store Performance," Journal of Retailing, Elsevier, vol. 93(3), pages 283-303.
    10. Haans, Hans & Gijsbrechts, Els, 2011. "“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets," Journal of Retailing, Elsevier, vol. 87(4), pages 427-443.
    11. Ernest Emeka Izogo & Chanaka Jayawardhena, 2019. "Building committed online shoppers through shopping goals and switching cost," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(3), pages 127-140, September.
    12. Gauri, Dinesh K., 2013. "Benchmarking Retail Productivity Considering Retail Pricing and Format Strategy," Journal of Retailing, Elsevier, vol. 89(1), pages 1-14.
    13. Xueming Luo & Xianghua Lu & Jing Li, 2019. "When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization," Information Systems Research, INFORMS, vol. 30(4), pages 1203-1227, December.
    14. Barari, Mojtaba & Ross, Mitchell & Surachartkumtonkun, Jiraporn, 2020. "Negative and positive customer shopping experience in an online context," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    15. Bhatt, Siddharth & Pai, Dinesh R. & DelVecchio, Devon, 2023. "The dark side of multiunit discounts: Multiunit discounts reduce rest of basket revenue," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    16. Diehl, Kristin & van Herpen, Erica & Lamberton, Cait, 2015. "Organizing Products with Complements versus Substitutes: Effects on Store Preferences as a Function of Effort and Assortment Perceptions," Journal of Retailing, Elsevier, vol. 91(1), pages 1-18.
    17. Sorensen, Herb & Bogomolova, Svetlana & Anderson, Katherine & Trinh, Giang & Sharp, Anne & Kennedy, Rachel & Page, Bill & Wright, Malcolm, 2017. "Fundamental patterns of in-store shopper behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 182-194.
    18. Jensen, Birger Boutrup & Grunert, Klaus G., 2014. "Price Knowledge During Grocery Shopping: What We Learn and What We Forget," Journal of Retailing, Elsevier, vol. 90(3), pages 332-346.
    19. Ivan-Damir Anić & Sonja Radas, 2016. "Boundaries for the Retail Geographical Market and Factors Influencing Shoppers' Mobility," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(2), pages 315-341, July.
    20. Nieroda, Marzena E. & Mrad, Mona & Solomon, Michael R., 2018. "How do consumers think about hybrid products? Computer wearables have an identity problem," Journal of Business Research, Elsevier, vol. 89(C), pages 159-170.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:69:y:2016:i:3:p:1043-1052. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.