In-store buying behaviour

: memories of forgotten needs

Abstract

This study aims to better illustrate in-store buying behaviour, in terms of how different stimuli activate parts of shoppers’ brains to remember items that were not part of their shopping plans. The aim is to shed some light on shopper’s attitudes and reactions towards national brands or private labels, the impact of loyalty cards on cardholders’ shopping decisions, how shoppers with company behave differently than solo shoppers, and on the role of consumers’ hedonic and utilitarian motivations in determining shopping behaviour. In order to conduct the analysis proposed on this dissertation, it was used a set of primary data from a study that covered all stages of the consumer decision-making process. Research showed that while shoppers tend to plan their trips, the difference is marginal. Study of unplanned shopping revealed that choices tend to favour national brands. Loyalty cardholders are also revealed to favour national brands. Among those shopping with company, the study found that couples plan their trips more than shoppers who go with their children, extended family or friends. Finally, consumers with hedonic motivations were found to make more instore purchases than shoppers with utilitarian motivations. The results provide important insights for retailers and manufacturers, allowing them to price their products optimally, drive more effective promotions, segment their customers more precisely, and manage their brands and positioning better. A better understanding of shopper’s motivations can help retailers provide better shopping experiences for customers. Ultimately, these actions can result in increased footfall, market share and profits.

Date of Award	17 Sept 2012
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Isabel de Almeida Costa (Supervisor)