Smart grocery shopper segments

Kelly Green Atkins, Archana Kumar, Youn Kyung Kim

Research output: Contribution to journalArticle

6 Scopus citations

Abstract

This study segments grocery shoppers seeking to maximize shopping value and minimize the investment of time, money, and effort. The literature lacks investigations of grocery shoppers based on shopping activities; therefore, this study aims to fill the gap. Data were obtained from 751 respondents who recently made a smart grocery shopping purchase. The cluster analysis to segment grocery shoppers yielded three types: spontaneous smart shoppers, apathetic smart shoppers, and involved smart shoppers. The segments differ across generational cohorts, consumer characteristics, postpurchase evaluations, and shopping values. Conclusions can assist marketers in tailoring their strategies for each segment.

Original languageEnglish
Pages (from-to)42-53
Number of pages12
JournalJournal of International Consumer Marketing
Volume28
Issue number1
DOIs
StatePublished - 1 Jan 2016

Keywords

  • Cluster analysis
  • consumer behavior
  • grocery shopping
  • segmentation
  • smart shopping

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