Shopping missions: An analytical method for the identification of shopper need statesCitation formats
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Shopping missions: An analytical method for the identification of shopper need states. / Sarantopoulos, Panagiotis; Theotokis, Aristeidis; Pramatari, Katerina; Doukidis, Georgios.
In: Journal of Business Research, Vol. 69, No. 3, 03.2016, p. 1043-1052.Research output: Contribution to journal › Article › peer-review
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TY - JOUR
T1 - Shopping missions: An analytical method for the identification of shopper need states
AU - Sarantopoulos, Panagiotis
AU - Theotokis, Aristeidis
AU - Pramatari, Katerina
AU - Doukidis, Georgios
PY - 2016/3
Y1 - 2016/3
N2 - 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
AB - 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
U2 - 10.1016/j.jbusres.2015.08.017
DO - 10.1016/j.jbusres.2015.08.017
M3 - Article
VL - 69
SP - 1043
EP - 1052
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 3
ER -