The paper presents results from a dual study based on pre- and post interviews with 600 grocery shoppers who shopped both virtually and in real life in 'the same store'. The shoppers were asked to identify products that they had just purchased on impulse. The shopping basket of customers that used a shopping list had the same share of impulse products as the customers without a shopping list. Moreover, the study shows that the customers tend to label a product an impulse product when he or she had not planned to buy anything in a particular category.
How to validate a new MR tool?
Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Haagen Saether-Larsen, Ingvar Tjostheim
February 27, 2005
Actionable shopper insights
Catalogue: Retail 2007
Author: Neil Sangster
February 19, 2007
Quantitative and qualitative study of shopper behaviour in hypermarkets
Catalogue: Latin America 2002
Authors: NapoleÃ³n Franco, Juan David Giraldo
Company: Ipsos MRBI
May 12, 2002
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