Retailing to the “grey pound”: Understanding the food shopping habits and preferences of consumers over 50 in Scotland

The number of older people is growing globally and therefore there is an implication for providing products and services to facilitate access to nutritious food, considered fundamental for maintaining health and independence. Historically, older consumers have been unattractive to marketers, however improved finances and lifestyles indicate the “grey pound” has the potential to become lucrative. This exploratory research seeks to identify the current expectation of Scottish older consumers in relation to the products and services available in the supermarket and food retailers. A questionnaire was distributed to participants aged over 50 years in Scotland to voice the opinion of the older consumer in relation to shopping experience and availability of product. The results support previous research indicating the improved lifestyles of older consumers, demonstrating that previous perceptions of older people as impoverished and immobile are not representative of this group. This study contributes to the demand for more information on older consumers׳ food shopping habits and preference in Scotland. It attempts to provide useful recommendations for supermarkets and food retailers in fulfilling the needs of this rising consumer segment. This research concludes that supermarkets could improve access to both products and services to meet the demand from this growing segment of society, through better understanding of their requirements in terms of customer service, shopping experience, product size, price, access and mobility.     

Food retailers' perceptions of older consumers in Northern Ireland

Demographic changes' occurring in developed countries has meant that older consumers are becoming an increasingly important consumer segment that retailers need to pay particular attention to. It is essential that their specific needs within the food and other service sectors are met, as food plays an important role in their social well‐being. Very little research has focused upon the extent to which retailers meet their demands and particular needs. The aim of this study, as part of a wider study on older consumers, is to address this lack of information by examining the level of awareness held by food retail management as to the needs of older consumers (60+ years old) and the problems that they encounter while shopping. Qualitative data were collected using face‐to‐face interviews with retail managers (n = 5) from food retailers in Northern Ireland. These were analysed according to Gillham's content analysis guide. Food retailers stated they were aware of the issues older consumers face and recognize their importance as a growing consumer segment; however, there would appear to be relatively little actual consideration/evidence of them meeting their needs. All interviewees expressed an interest in improving the food shopping experiences of older consumers, and were keen to make an increased effort towards this segment of the population, but these were often not put into practice. In order to overcome the problems faced by older consumers and strengthen the food shopping experience for this age group, it is suggested that retail management make practical changes to improve in‐store facilities, increase affordability of food products and home delivery services, and enhance customer communication.     

Consumer shopping value: An investigation of shopping trip value,in-store shopping value and retail format

Although delivering value is the key for retailers to create new competitive advantages, the literature on consumer shopping value is fragmented and findings are inconsistent. This study aimed to understand consumer shopping value in-depth by examining consumer shopping processes and experiences in two retail formats: mass merchandisers and department stores. This study conceptualizes consumer shopping value as having two components: shopping trip value and in-store shopping value. Shopping trip value is originated by fulfillment of general shopping motivations, and in-store shopping value stems from retail elements that create in-store shopping experiences that consumers have in specific retail contexts. Five shopping trip value dimensions and six in-store shopping value dimensions are identified from the in-depth interviews. The findings highlight how consumer shopping value is a complex and context specific construct.     

Omnichannel-based promotions’ effects on purchase behavior and brand image

This paper examines the effects of utilizing consumers’ digital shopping traces when designing in-store promotions on purchase behavior and brand image. In two experimental studies with 526 and 550 espondents, the authors examine the effects of omnichannel-based promotions (e.g. using digital shopping trace to offer a promotion when the consumer enters the physical store) in two different product categories (utilitarian vs. hedonic), spontaneous/planned purchases and two different retail industries (durable good vs. travel). The results show that retailers benefit from using digital shopping traces as it increases purchases and enhances brand imagery. The effects are moderated by product category and type of purchase.     

The mobile shopping revolution: Redefining the consumer decision process

The use of mobile devices by consumers and the accompanying response by retailers is rapidly revolutionizing the retail environment. In the past, retailers have focused primarily on the outcome (to purchase or not to purchase) of the consumer decision process, but now mobile technologies give retailers the opportunity to more actively influence the entire consumer decision-making processes. The increasing use of mobile devices by consumers makes shopping a continuous rather than discrete activity that requires retailers to engage with their customers at critical touch points of the decision process in order to provide a more customer-centric experience. This change in focus from the decision outcome to the decision process signifies an important paradigm shift for the retailing industry. After an extensive review of the literature, we identify four pillars that form the foundation for the mobile shopping revolution and represent the essential ways and means through which retailers can engage with consumers during the decision process. We also discuss the different areas in which the pillars can enable retailers to achieve a sustainable competitive advantage in the mobile shopping era.     

Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping

This paper investigates older consumers in-store shopping experiences and the barriers that they face. The aim is to understand how new retail technologies (e.g., interactive in-store displays, self-service tills, robots etc.) can help seniors access satisfying, autonomous retail experiences, helping them to achieve a sense of inclusion in physical retail settings. Drawing upon the social inclusion/exclusion theory and information overload theory, the research employs a qualitative approach based on an inductive design, including face-to-face semi structured interviews with 36 consumers aged 75+. The findings highlight (i) old consumers have scarce interactions with in-store technologies (adding knowledge to motivations literature), (ii) the need to develop new technologies to support these consumers, and (iii) the extent to which these technologies are excluding rather than including old consumers (adding knowledge to the drivers of the field of exclusion). Results provide guidelines for retailers to enhance the sense of inclusion for old consumers through a better usage of new technologies.     

Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention

Since consumers primarily make in-store purchase decisions, firms use product packaging to attract potential consumers. Ever-increasing market competition in many food product industries has further fueled this phenomenon in firms. However, the question of how retail food packaging affects consumer processes has received very little attention. This study investigates the benefits of food packaging on consumer responses to hedonic products by comparing different benefits (i.e., utilitarian and hedonic) of food packaging to understand which one has more impact on consumers’ perceived quality and purchase intention. The results show that both utilitarian and hedonic benefits of retail food packaging are critical predictors of consumer evaluations but play different important roles in determining customers’ reactions. Utilitarian benefits of food packaging impact perceived quality more than hedonic benefits do. Compared to utilitarian benefits, hedonic benefits of retail food packaging have more impact on consumer purchase intention.     

Motives and barriers affecting consumers’ co-creation in the physical store

ABSTRACT

The rise of e-commerce has caused a dramatic shift in consumer behaviour, putting pressure on physical stores to offer a more personalised and service-oriented offering. This paper investigates one strategy retailers might apply in this context: in-store consumer co-creation. Research has predominantly focused on online-based consumer co-creation in new product and service development. We argue that with increased focus on digitalisation and consumer experiences in physical retail, this type of co-creation will increasingly take place in-store. Following a pre-study with practitioners, our main study uses 20 scenario-based semi-structured interviews, where we identify eight consumer motives and seven barriers that underlie consumers’ willingness and reluctance to create and select new products in-store, respectively. Some motives, such as ethical, self-efficacy, and concerted are reported as barriers when reverted, due to consumers’ concerns regarding data privacy, low levels of perceived self-efficacy and assumptions that the technology might be flawed. Other motives largely overlap existing research on motives for co-creation whereas other barriers predominantly pertain to the underlying technology and the physical setting of co-creation in-store. The findings further indicate that consumers co-create differently online versus in-store. In-store seems particularly suitable for more marketing related aspects of co-creation, with a stronger emphasis on playfulness and purchase intentions. Practical implications for retailers are therefore discussed.     

What affects shopper’s choices of carrying devices in grocery retailing and what difference does it make? A literature review and conceptual model

Shopping carts, dating back at least to 1936, are not only used as an aid for shoppers to increase sales but are now being further developed and tested in relation to healthy food selection. To improve retailers’ ability to discover, generate, and capture the value related to both current practice and future innovations; such as consumers using smart carts when shopping, we systematically go through the empirical literature on carrying equipment in in-store shopping. We expose how limited the literature is by revealing the scarce number of studies on the effectiveness of baskets and carts on consumer behavior and especially when classified into different research themes. The contribution is a systematic literature review and a conceptual framework covering the most important factors affecting the choice of in-store carrying equipment, as well as the consequences of these choices in terms of in-store behaviors and transactional outcomes.     

Effects of in-store live stream on consumers’ offline purchase intention

Live stream marketing through social media has attracted the attention of digital retailing marketers in recent years. However, there is a lack of evidence in understanding the influence of in-store live stream on offline purchase intentions. This study aimed to investigate the influence patterns of environmental stimuli on consumers' intention to purchase offline/in-store after watching an in-store live stream session. The Stimuli-Organism-Response (SOR) model was employed as the theoretical framework, and a structured questionnaire was used to collect data from individuals who had previous experience with in-store live stream marketing. Structural equation modelling was then applied for data analysis, with a total of 234 valid responses. The findings revealed that environmental stimuli have a significant positive effect on consumers' intentions to make in-store purchases, and the attitudes towards influencers and products substantially mediate the relationship between stimuli and purchase intention. More specifically, consumer attitude towards products has a pronounced effect on whether they will make an in-store purchase. The novelty of this research lies in its investigation of the impact that live stream marketing has on offline or in-store shopping experiences. This contrasts with the majority of existing live stream studies, which focus on consumers’ online shopping experiences. In addition, this study broadens the scope of the application of the SOR model to contribute to the growing body of literature on live stream marketing.     

Generation Y vs. Baby Boomers: Shopping behavior,buyer involvement and implications for retailing

This paper presents some significant empirical findings about generational cohorts and their shopping behavior. Marketing has long relied on the use of market segmentation. While birth age has been a useful way to create groups, it describes segments but does not help to understand segment motivations. However, environmental events experienced during one's coming of age create values that remain relatively unchanged throughout one's life. Such values provide a common bond for those in that age group, or generational cohort. Segmenting by ‘coming of age’ age provides a richer segmentation approach than birth age. This study compares two significant cohorts: Baby Boomers and Generation Y, with respect to their shopping behavior and purchase involvement for food, clothing and automobiles. For the three types of products, Baby Boomers value the retail experience and in-store service higher than Generation Y. For Baby Boomers, the purchase process starts with a retailer the consumer trusts, who gives advice for choosing the right product, while for Generation Y, the purchase process starts with choosing a product. This study presents implications for retail strategies that have an appeal to different generational cohorts and considers how retailers should deal with building customer relationships.     

The Influence of Consumers’ Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts

In this article, we examine the role of several consumers’ cognitive and psychographic traits in their perceptions of retailers’ deceptive practices (perceived deception) and the different effects on perceived deception associated with online vis-à-vis in-store shopping. Building on theoretical models of persuasion in consumer behavior, we hypothesize that the antecedents of perceived deception in traditional settings are the same as those on the Internet, while the intensity of the impact of these antecedents differs between the online and the offline environment. Results suggest that the effects of individual’s cognitive traits (Internet-based information search and perceived Internet usefulness) and risk aversion on perceived deception are more relevant when consumers shop online than when they purchase from traditional stores. Conversely, psychographic traits (shopping enjoyment and materialism) play a more important role in explaining perceived deception in the traditional shopping context as compared to the online channel. Several theoretical and managerial implications are derived from these findings.     

Consumer choice of retail shopping aids

This research investigates how consumer and product category attributes affect consumer interest in using various shopping aids. Research hypotheses were proposed based on a contingency framework of the relationship between consumer characteristics (i.e., purchase need, product knowledge, and brand preference heterogeneity) and shopping aid solutions (expanded selection, additional product information, personalization, and evaluative information). The findings demonstrated the importance of considering consumer characteristics when retailers design and provide shopping aids for consumers to facilitate purchase completion.     

Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective

Social networks are an innovative tool that people use to communicate with family, friends and, increasingly, businesses. To optimize social networks as a marketing strategy, apparel retailers must understand consumers׳ motivations to interact with retailers via social media. We argue consumers׳ motivations for shopping on Retail Facebook Pages (RFP) compared to traditional retail formats may differ. The purpose of the study was to examine the influence of utilitarian and hedonic motivations (i.e., time savings, information access, bargain perception, and experiential shopping) on purchase intention and loyalty among consumers that use RFP. Using SEM, we show that experiential shopping influences loyalty, but not purchase intention, that bargain perception influences neither purchase intention nor loyalty, that information access influences time savings and loyalty, and that loyalty impacts purchase intention.     

Internet or store? An ethnographic study of consumers' internet and store-based grocery shopping practices

Drawing on practice theory, this paper develops an understanding of the interrelationships between where and when consumers shop (the internet, stores, and their preferred retailers), and what they purchase (via the internet and in-store). Ethnographic case studies are presented of two consumers’ internet and store-based shopping practices, and how these intersect with their everyday lives, using data generated from multiple, complementary methods over an eighteen-month period. To this end, the paper contributes to the extant internet grocery shopping literature by offering a wider understanding of internet usage, as well as to broader debates surrounding retail change and shopping practices. The managerial implications of internet shopping on the contemporary retail grocery environment are also described and discussed.     

Supermarket suggested shopping lists (SSSL), promotions and grocery purchases

This study examines the effect of providing or not providing millennial consumers with a supermarket suggested shopping list (SSSL). At the same time, it tests the effect of providing consumers with a large number of in-store promotions versus no promotions. The study also assesses the moderating effect of price concerns on both expenditure and the satisfaction attained after a shopping trip. The results of an experimental design with 240 subjects in a simulated supermarket setting show that SSSL users spend less, and that heavy supermarket promotions increase purchases. However, if an SSSL is provided while products are highly promoted, this decreases consumer satisfaction. Offering consumer promotions to millennials without providing an SSSL results in the highest level of store sales. Findings of this study will be of interest to retailers willing to offer a shopping list service to supermarket customers with the purpose of increasing loyalty.     

Optimal checkout strategies for online retailers

Growth in online retailing has driven retailers to focus on optimizing the consumers’ shopping journey. One of the most important aspects of online shopping is the checkout process offered by the retailer. This paper focuses on factors influencing retailers’ choice of providing either a flexible checkout or a restricted checkout option to consumers. We define a checkout strategy as flexible when consumers can purchase items in their shopping cart either as a guest or by logging into their account. In contrast, with a restricted checkout strategy, the consumers must log in to the account to make purchases. With a game-theoretic model and duopolistic framework, the current study identifies conditions in which online retailers might adopt symmetric strategies and those in which two ex-ante symmetric retailers might prefer asymmetric strategies. The analysis suggests that the relative proportion of privacy-conscious (PC) vs. convenience-conscious consumers (CC), additional utility due to account registration, reduction in transaction cost, and additional revenue due to targetability are the crucial determinants of the strategies adopted by online retailers.Specifically, we show that retailers adopt a restricted checkout strategy when additional revenues due to targeted advertising are relatively high. Retailers adopt a flexible checkout strategy when the proportion of CC consumers and additional revenues due to targeted advertising are relatively lower. Furthermore, an asymmetric equilibrium may also exist when the proportion of CC consumers is relatively high and additional revenues due to targeted advertising are in the intermediate range. Our modeling framework provides a consumer demand-based (rather than cost-based) justification as a plausible explanation for why we observe ex-ante identical retailers offering distinct checkout strategies.     

Trauma's effects on shopper choice confusion: The role of psychological hardiness and retailer strategies as mitigating factors

Retailers must understand how trauma influences the consumer shopping journey and identify ways to mitigate any potential adverse effects. Two studies were conducted to explore trauma in the retail environment. First, a conceptual model was tested using structural equation modeling (SEM) based on survey data collected from 324 participants. Findings indicate that consumers who report previously experiencing traumatic events feel anxiety while shopping in retail environments, negatively influencing their ability to make purchase decisions. This outcome is due to challenges in adequately assessing stressful environmental stimuli and developing positive coping mechanisms. Consumer propensity for psychological hardiness was found to moderate this relationship. Next, a follow-up qualitative study from 110 consumers who reported experiencing instances of trauma identified potential ways for retailers to help consumers who have experienced trauma feel more comfortable in shopping environments. These findings extend research on trauma and consumer shopping behavior by identifying its impacts on choice confusion and stress appraisal and suggesting how retailers can support shoppers through a trauma-informed approach.     

Exploring the e-shopping geography of Lisbon: Assessing online shopping adoption for retail purchases and food deliveries using a 7-day shopping survey

E-shopping is growing globally, and the COVID-19 pandemic further accentuated this tendency. In this paper, online shopping adoption is analysed in Lisbon immediately before the pandemic outbreak. By focusing on an urban area, the impact of variables such as internet access or access to delivery services is controlled, thus enhancing the remaining components of the online purchase. The results show that online shopping is spatially dependent in an intraurban environment as a reflex of residential location preferences of different socioeconomic groups. Moreover, as internet access and delivery services become widespread, residential location preferences may come to explain e-shopping adoption both in urban and non-urban environments. The e-shopping geography of Lisbon suggests that age and affluence are determinants in explaining e-shopping adoption, with a marked distinction between central areas and more peripheral ones, some of which include extensive social housing projects. Hence, if retailers move online, shopping opportunities may become scarce for some consumers due to their socioeconomic status and consequent residential preferences. Nevertheless, strategic partnerships between retailers and the public sector may be devised to improve shopping opportunities. Physical stores can be encouraged to locate in areas where consumers are less prone to shop online. E-shopping adoption may also be encouraged by the public sector by promoting digital literacy, especially considering that the share of the older population is growing in Portugal as in most European countries.