In-store influences on consumers' grocery purchasing decisions: a qualitative investigation

Abstract

A wide range of methods are used within the store environment as a means for increasing consumer patronage and sales. Other than whether items are actually purchased, there is limited knowledge about how consumers perceive and respond to in-store cues. Little is also known about how consumers use such information as part of the purchasing decision process. In this exploratory study we seek to obtain a broader understanding around consumers' purchasing decisions within the store environment. The research is set in the grocery store environment. Nine female participants from Auckland, New Zealand took part in a 3-month data collection process. Participants were aware that a variety of in-store cues exerted a degree of influence on their purchasing decisions and they were found to use this together with their individual contexts (including preferences, knowledge and previous experiences) to evaluate displays and promotions, and reach decisions. The relative importance of these two "factors" was found to vary between purchasing decisions as well as from person to person. Avenues for future research are offered with the aim of further exploration of the balance between store cues and individual contexts and so moving toward a more holistic understanding of how in-store purchasing decisions are constructed.

Evaluation of Store Environment Changes of an In-Store Intervention to Promote Fruits and Vegetables in Latino/Hispanic-Focused Food Stores

“…To compute this variable, all available fresh, canned, and frozen targeted FVs were summed. This operationalization is consistent with research demonstrating that customers are influenced by multiple exposures to a food item versus just a single exposure [35,36].…”

Postharvest losses of fruit and vegetables during retail and in consumers’ homes: Quantifications, causes, and means of prevention

“…Over-provisioning might also occur during shopping when retailers encourage consumers to purchase more F&V than they need. For example, grocery stores employ numerous promotional, price reductions, 'three for the price of one', eye-catching displays and other in-store marketing designed to trigger impulse purchase decisions (Bava et al, 2009). Yet many consumers resist these impulse purchases drawing on previous F&V experiences; for example, mistrusting the good appearance of apples based on previous eating experiences or rejecting two-for-one offers because over-purchasing would lead to waste (Bava et al, 2009).…”

“…For example, grocery stores employ numerous promotional, price reductions, 'three for the price of one', eye-catching displays and other in-store marketing designed to trigger impulse purchase decisions (Bava et al, 2009). Yet many consumers resist these impulse purchases drawing on previous F&V experiences; for example, mistrusting the good appearance of apples based on previous eating experiences or rejecting two-for-one offers because over-purchasing would lead to waste (Bava et al, 2009). Nevertheless, merchandising behavior, if unscrupulously used as a response to over-stocking or impending shrinkage from advanced deterioration, could simply pass on retail F&V surpluses and quality risks into consumers' homes.…”

Vision (im)possible? The effects of in-store signage on customers’ visual attention

“…Most of the previous research on in-store signage has focused on sales (Chevalier, 1975;McKinnon et al, 1981;Patton, 1981;Woodside & Waddle, 1975), field observations (Yim et al, 2010, Study 1), recall (Bennett, 1998;Russell, 2009;Yim et al, 2010, Study 2), and qualitative approaches, including self-reported perception (Bava et al, 2009;Müller et al, 2009;Newman et al, 2010). An important limitation in studies based on sales, field observations, or self-reporting is the absence of explicit measures of customers' visual attention toward the signage material.…”