Links between psychological factors and shopping behavior in the context of every day shopping

Abstract

Consulta en la Biblioteca ETSI Industriales (9219)

[EN] Purpose The main goal is the study of the consumer choice behavior regarding variety seeking. Design/methodology/approach A combination of quantitative and qualitative research was chosen as the methodology for this study, being the qualitative part merely supportive. The place of the study was the city of Kochi, prefecture of Kochi, Japan. Regarding to the quantitative part of the research a kind of diary-survey was designed and developed. This diary is an innovative and very unique tool in order to get more realistic data in real scenarios and which can be adapted for further research. Possible respondents were intercepted inside a downtown supermarket. Regarding to the qualitative part a group interview was carried out. Findings Some important associations were found. According to them it seems ¿Entertainment Oriented Activities¿ and the objective variable ¿Consumers who have a main supermarket for shopping¿. ¿Innovative Interests¿ and the objective variable ¿Number of Supermarkets visited a month¿. ¿Shopping Factors¿ and the objective variable ¿Customers who have as the main store the study's supermarket¿. Research limitations/implications The study has been conducted in Japanese but designed and analyzed in English. Because limited budget the sample has been a reduced one. Level of quality of the answers given by the respondents may be not as well as expected because the enquiry includes so many items and could be a little tough to fill or feel such a waste of time. Practical implications The findings of this paper could help food store managers to identify which kind of people vary more where they go for shopping and which of them are more prompt to keep a store loyalty as well as which kind of psychological and satisfaction factors may influence more on customers in order to have a main food store. Originality/value Regarding Variety Seeking & Impulse Buying it¿s been said that most of the previous studies used imaginary purchase scenarios; reason why the present study can provide useful information or outlines for future research due to has been carried in a real scenario with real shoppers. Also it highlights the links between psychological factors and consumer¿s shopping behavior in the context of everyday shopping.