A descriptive benchmark study of 2,172 shoppers introduces nine mutually exclusive planned/actual shopper purchase categories. It identifies, for shoppers entering a store, the actual number of shoppers and dollars spent in each of the nine mutually exclusive planned/actual shopper categories, differentiating planned and actual purchases based on whether they were sale or regular-price items. Approximately 13.5 per cent of the 2,172 shoppers stated that they did not plan to purchase items. Another 13.7 per cent indicated they planned to purchase only items on sale, 60.2 per cent of the shoppers indicated they planned to purchase only regular-price items, and 12.6 per cent planned to purchase both sale and regular-price items. Of the 2,172 shoppers surveyed, only 11.1 per cent (242) completed all purchases they planned to make, 58.1 per cent of all planned items were purchased, and 18 per cent (391) of all shoppers left the store without buying anything. This study differentiates sale-price purchases based on whether they were planned before coming to the store (pre-store) or unplanned and decided in the store (in-store). It also identifies the reasons why planned purchases were not fulfilled. The research methodology and analysis are explained, followed by a discussion of the findings and their implications for retailers.
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Document Type: Research Article
Department of Marketing, Wayne State University, Detroit, MI 48202, USA. Tel: +1 313-577-4536, Fax: +1 313-577-5486
Marriott School of Management, Brigham Young University, Provo, UT 84602, USA. Tel: +1 801-378-5569
Marriott School of Management, Brigham Young University, Provo, UT 84602. Tel: +1 801-378-3113, Fax: +1 801-378-5984
Publication date: 2000-07-01
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