Exploring night-time grocery shopping behaviour |
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| Institution: | 1. Smeal College of Business, Pennsylvania State University, University Park, PA 16802, USA;2. College of Business, Department of Marketing, University of Louisville, Louisville, KY 40292, USA;3. Mays Business School, Texas A&M University, College Station, TX 77843, USA;4. School of Management, State University of New York, Buffalo, NY 14260, USA;1. Department of Biology, Boston College, Chestnut Hill, Massachusetts;2. Department of Nutrition, Harvard T.H. Chan School of Public Health, Boston, Massachusetts;3. Department of Medicine, Massachusetts General Hospital and Harvard Medical School, Boston, Massachusetts;4. Department of Health Policy and Management, Johns Hopkins Bloomberg School of Public Health, Baltimore, Maryland;5. Hannaford Marketing, Hannaford Supermarkets, Scarborough, Maine;6. Guiding Stars Licensing Company, Scarborough, Maine;7. Department of Health Policy and Management, Harvard T.H. Chan School of Public Health, Boston, Massachusetts;8. Department of Population Medicine, Harvard Pilgrim Health Care Institute, Harvard Medical School, Boston, Massachusetts;9. Westbrook College of Health Professions, University of New England, Portland, Maine;10. Channing Division of Network Medicine, Brigham and Women''s Hospital, Harvard Medical School, Boston, Massachusetts;1. Department of Nutrition Sciences, University of Alabama at Birmingham, Birmingham, AL;2. Division of Preventive Medicine, School of Medicine, University of Alabama at Birmingham, Birmingham, AL;3. Department of Surgery, School of Medicine, University of Alabama at Birmingham, Birmingham, AL;4. Division of Maternal Fetal Medicine, Department of Obstetrics, University of Alabama at Birmingham, Birmingham, AL;5. Women''s Service Line, Ochsner Health System, New Orleans, LA |
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| Abstract: | Recent legal and societal developments have provided an impetus for rethinking retail opening hours in many European countries. In many of these countries, large supermarket chains are now developing an interest in extending their opening hours to a 24-hour regime. This paper discusses the conceptual foundations for understanding night-time shopping behaviour both from a sociological and a consumer research perspective. It also presents exploratory evidence from a study combining participant observation with a survey of 146 night-time grocery shoppers in a large supermarket in the Republic of Ireland. The results indicate that with a proliferation of ‘unconventional’ lifestyles among modern consumers, night-time supermarkets offer a service that is highly appreciated by parts of the Irish population. The study also shows that despite the prevalence of functional motivators for night-time grocery shoppers, the hedonic and social aspects of this shopping behaviour should not be overlooked. The paper finishes by developing a research agenda for consumer behaviour in the new 24-hour society. |
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