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Scripted behaviour" underpins many repetitive and routine tasks, such as grocery shopping, where 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. Little if any current information exists in marketing literature to fully explain the reasons for the presence or absence of lists, though it is known that such behaviour affects purchase activity in supermarkets. Set in New Zealand, this exploratory and preliminary study examines the shopping list being a moderator of purchase behaviour. It confirms previous research into the differences between list and non-list grocery shoppers and suggests that far more planning occurs amongst all grocery shoppers than might be 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.

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.

Consumers make numerous decisions about product purchases and these are influenced by internal and external factors. Manufacturer influence over some external elements can occur through packaging. In wine marketing, packaging and labels assume undeniable influence with packaging forming an integral part of any wine's promotion and consumption. This article reviews New Zealand's wine market against limited available consumer research. The retail environment, segmentation, motives and influences are also examined prior to an elaboration of wine packaging that focuses on labels. It is concluded that New Zealand's wine industry is currently attracted to lucrative export markets and may be limiting its efforts on the home front. The home market, capable of expansion, will require a concentrated consumer research effort aimed at identifying the impact of label perceptions on consumer purchases. Such research ultimately should assist both domestic and international marketing activities.

As a subject, market segmentation has a long, debated history in marketing literature. Its application to the wine industry seems to be in its infancy and needing careful assessment. This paper examines various approaches to market segmentation as applied in the wine industry. Also discussed is information on, and an assessment of, a behavioural segmentation study conducted on a sample of New Zealanders. The basis for this information is a mail survey of 1144 randomly selected potential respondents. Respondents were drawn from a national wine mailing list (n ϭ 640) and staff (n ϭ 304) and students (n ϭ 200) from a tertiary institute. No follow-up activity was undertaken and a 28% response rate was achieved. A range of behavioural and demographic information was collected. In particular, participants were asked to indicate on average how many bottles of wine they purchased per month. This information forms the basis of segmenting on volumes purchased and, together with other behavioural information, combines to form profiles of wine consumers. Significant differences were found between light, medium and heavy purchasers of wine for several characteristics. While the segmentation platform provides some useful information, its use highlights the absence of other pertinent information. It is concluded that underlying reasons or motivations contributing to group membership would enrich the behavioural segmentation platform.