| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1029171 | Journal of Retailing and Consumer Services | 2012 | 9 Pages |
The paper addresses consumers' shopping lists. The current study is based on a survey of 871 lists collected at retail grocery stores. Most items on shopping lists appear on the product category level rather than the brand level. The importance of the brand level varies considerably across product categories. An association between the frequency of a brand's appearance on lists and the amount of money spent on advertising the brand could not be found. A strong link between brands, prices and store names is revealed. Price in the majority of cases refers to brands rather than to product categories. The paper ends with a discussion and with suggestions for future research.
► Partial support was found for the motivational-volitional model of Kollat and Willet. ► Consumers may mentally think in brands but in most cases their lists contain product names. ► No correspondence between ad spending for a brand and its appearance on shopping lists. ► The importance of problem solving during retail shopping may be overestimated. ► Marketers should rethink the concept of brand equity and its consequences for advertising strategy.
