Keyword

Consumer behaviour, FMCG, grocery retail, purchase intentions, retailing industry, share of wallet.

Abstract

The post-modern consumer is an entirely new figure and represent one of the strategic factors in terms of consumer beahaviuor and purchase intentions. The studies on grocery retailing industry is considered constantly a priority in marketing research and in managerial practice. The retailers that operate in grocery retailing, in order to propose an adequate offering system to customers, want to know what drives a consumer to make their daily purchasing and what are the factors that fosters this process. Therefore, the aim of this paper is to investigate the purchasing behaviour and explore the factors of a local context. The research is based on an explorative approach on a sample of consumers residing in Campania Region. The qualitative methodology was administrated in the three following points: 1) first, data was collected through the diary tool; 2) subsequently, were conducted in depth interviews, on the same respondents of the diaries; lastly, 3) a content analysis was carried out on the results of the diaries and interviews. The research partially confirms the evidence emerging from recent studies on Marketing Performance Measurement (MPM) in Fast Moving Consumer Goods (FMCGs) industry, referred to share of wallet's creation. Moreover, offers a new interpretation of the conceptual model on MPM, in the perspective of consumer behaviour. The research methodology is based on the individual’s daily observation during his monthly purchasing process, influenced by cultural factors. The first evidences could be useful for grocery ratailing's managers to modify the business model, in the decisions on offering system, in the distribution format and in terms of pricing strategies (that is, HILO and EDLP strategy). Therefore, the future scenario is of a great interest, both for the evolutionary trends in purchasing behaviour than for the business model’s innovations in grocery retailing.


Full Text : PDF

References
  1. Acebrón, L. B., & Dopico, D. C. (2000). The importance of intrinsic and extrinsic cues to expected and experienced quality: an empirical application for beef. Food quality and preference, 11(3), 229-238.
  2. Ahmetoglu, G., Furnham, A., & Fagan, P. (2014). Pricing practices: A critical review of their effects on consumer perceptions and behaviour. Journal of Retailing and Consumer Services, 21(5), 696-707.
  3. Ajzen, I. (1991). The theory of planned behaviour. Organizational behaviour and human decision processes, 50(2), 179-211.
  4. Al-Debei, M. M., & Avison, D. (2010). Developing a unified framework of the business model concept. European Journal of Information Systems, 19(3), 359-376.
  5. Arnould E. J., & Thompson, C. J., Consumer culture theory (CCT): Twenty years of research. Journal of consumer research, 31(4), 2005, pp. 868-882.
  6. Aschemann-Witzel, J., Jensen, J. H., Jensen, M. H., & Kulikovskaja, V. (2017). Consumer behaviour towards price-reduced suboptimal foods in the supermarket and the relation to food waste in households. Appetite, 116, 246-258.
  7. Backhaus, K., Becker, J., Beverungen, D., Frohs, M., Müller, O., Weddeling, M., ... & Steiner, M. (2010). Enabling individualized recommendations and dynamic pricing of value-added services through willingness-to-pay data. Electronic Markets, 20(2), 131-146.
  8. Banerjee, A., & Drollinger, T. (2017). Store within a store: Matched versus mismatched image perceptions. Journal of Retailing and Consumer Services, (36), 53-61.
  9. Bayton, J. A. (1958). Motivation, cognition, learning: Basic factors in consumer behaviour. The Journal of Marketing, 282-289.
  10. Bearden, W. O., & Netemeyer, R. G. (1999). Handbook of marketing scales: Multi-item measures for marketing and consumer behaviour research. Sage.
  11. Berman, B., Evans, J. R., & Chatterjee, P. (1995). Retail management: A strategic approach.
  12. Biggerstaff, D., & Thompson, A. R. (2008). Interpretative phenomenological analysis (IPA): A qualitative methodology of choice in healthcare research. Qualitative research in psychology, 5(3), 214-224.
  13. Bion, W. R. (1962). Apprendere dall’esperienza (trad. it.: Roma: Armando, 1972).
  14. Bray J. P., Consumer behaviour theory: approaches and models, 2008, p. 3.
  15. Belk R. W., Situational variables and consumer behaviour. Journal of Consumer research, 1975, pp. 157-164.
  16. Blackwell, R., DSouza, C., Taghian, M., Miniard, P., & Engel, J. (2006). Consumer behaviour: an Asia Pacific approach. Thomson.
  17. Bolger, N., Davis, A., & Rafaeli, E. (2003). Diary methods: Capturing life as it is lived. Annual review of psychology, 54(1), 579-616.
  18. Burns, R.B. 1994. Introduction to Research Methods. Melbourne: Longman Cheshire.
  19. Campbell C., The Craft Consumer Culture, craft and consumption in a postmodern society. Journal of consumer culture, Cacucci Editore, Bari, 2005, pp. 23-42.
  20. Cantone, L., & Testa, P. (2011). Customer knowledge competence, consumer insight interpretive techniques and competitive advantage of the firm. Journal of Marketing Trends, 1(4), 7-14.
  21. Cantone, L. Basile V., & Testa, P. (2018). “Comparing business models in the grocery retailing industry: a conceptual framework proposal”. Referred Electronic Proceedings, Sinergie-SIMA Conference, Ca' Foscari University of Venice, Italy, 14-15 June 2018 - ISBN 97888943937-2-9.
  22. Castaldo, S., Grosso, M., & Premazzi, K. (2018). Experience retail: le nuove funzioni del punto di vendita nell'omni-channel economy.
  23. Castaldo, S., & Mauri, C. (Eds.). (2017). Store management: Il punto vendita come luogo di customer experience. FrancoAngeli.
  24. Cercola, R. (1990). La gestione delle qualità nell'impresa di servizi.
  25. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
  26. Chang, T. Z., & Wildt, A. R. (1994). Price, product information, and purchase intention: An empirical study. Journal of the Academy of Marketing science, 22(1), 16-27.
  27. Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behaviour. The International Review of Retail, Distribution and Consumer Research, 21(3), 233-249.
  28. Chakrabortty, R. K., Hossain, M. M., Farhad, M., Azad, H., & Islam, M. J. (2013). Analysing the effects of sales promotion and advertising on consumer’s purchase behaviour. World, 3(4).
  29. Cillo, P., & Verona, G. (2001). Il Management nell’Era della Connessione. Dalla Catena Fisica alla Rete Virtuale del Valore.
  30. Collins-Dodd, C., & Lindley, T. (2003). Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions. Journal of Retailing and Consumer Services, 10(6), 345-352.
  31. Coombes, L. I. N. D. S. E. Y., Allen, D., Humphrey, D., & Neale, J. O. A. N. N. E. (2009). In-depth
    interviews. Research methods for health and social care, 197-210.
  32. Copeland, B. R., & Kotwal, A. (1996). Product quality and the theory of comparative advantage. European Economic Review, 40(9), 1745-1760.
  33. Costantino, G., Raffaghelli, J., Alvarez, G., & Moran, L. (2012). Qualitative research methods to analyze Learning 2.0 processes: Categorization, recurrence, saturation and multimedia triangulation. Journal of e-Learning and Knowledge Society, 8(2), 123-133.
  34. Cristini, G., & Laurini, F. (2017). Growth factors of store brands in different store formats in Italy.
    The International Review of Retail, Distribution and Consumer Research, 27(2), 109-125.
  35. Cristini, G., & Zerbini, C. (2017). SBs Purchase Determinants in Italian Market: A Survey of Different Retailers’ Shoppers. International Business Research, 10(8), 1.
  36. Cummings, W. H., & Venkatesan, M. (1976). Cognitive dissonance and consumer behaviour: A review of the evidence. Journal of Marketing Research, 303-308.
  37. Day, D., Gan, B., Gendall, P., & Esslemont, D. (1991). Predicting purchase behaviour. Marketing Bulletin, 2(5), 18-30.
  38. Denzin, N. K., & Lincoln, Y. S. (1994). Handbook of qualitative research. Sage publications, inc.
  39. De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behaviour: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.
  40. Donovan R. J., Rossiter J. R., Marcoolyn G., & Nesdale, A., Store atmosphere and purchasing behaviour, Journal of retailing, 70(3), 1994, pp. 283-294.
  41. East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: applications in marketing. Sage.
  42. Elliott, R., & Jankel-Elliott, N. (2003). Using ethnography in strategic consumer research. Qualitative market research: An international journal, 6(4), 215-223.
  43. Elliott, J. (2005). Using narrative in social research: Qualitative and quantitative approaches. Sage.
  44. Fassnacht, M., & El Husseini, S. (2013). EDLP versus Hi–Lo pricing strategies in retailing—a state of the art article. Journal of Business Economics, 83(3), 259-289.
  45. Ferraresi M., La società del consumo. Lessico della postmodernità, p. 15.
  46. Ferreira, A. I., & Ribeiro, I. (2017). Are you willing to pay the price? The impact of corporate social (ir) responsibility on consumer behaviour towards national and foreign brands. Journal of Consumer Behaviour, 16(1), 63-71. ISO 690.
  47. Foxall, G. R., Oliveira-Castro, J. M., James, V. K., & Schrezenmaier, T. C. (2011). Consumer behaviour analysis and the behavioural perspective model. Management Online Review.
    Gardner, M. P. (1985). Mood states and consumer behaviour: A critical review. Journal of Consumer research, 12(3), 281-300.
  48. Haugtvedt, C. P., Petty, R. E., & Cacioppo, J. T. (1992). Need for cognition and advertising: Understanding the role of personality variables in consumer behaviour. Journal of Consumer Psychology, 1(3), 239-260.
    Havlena, W. J., & Holbrook, M. B. (1986). The varieties of consumption experience: comparing two typologies of emotion in consumer behaviour. Journal of consumer research, 13(3), 394-404.
  49. Foxall G., Consumer psychology in behavioural perspective, Beard Books, 1990, pp. 174-177.
  50. Fornari, E., Fornari, D., Grandi, S., & Menegatti, M. (2013). The influence of retailing-mix levers on private label market share: The case of the Italian FMCG market. Journal of Retailing and Consumer Services, 20(6), 617-624.
  51. Frieda Fromm-Reichman, An Outline of Psychoanalysis (New York: Random House), 1955, p. 113.
  52. Gajjar, D. N. (2013). Factors affecting consumer behaviour. International Journal of Research in Humanities and Social Sciences, 1(2), 10-15.
  53. Gephart, R. P. (2004). Qualitative research and the Academy of Management Journal. Academy of management journal, 47(4), 454-462.
  54. Geertz, C. (1973). The interpretation of cultures (Vol. 5019) Basic books.
  55. Gilbride, T. J., Currim, I. S., Mintz, O., & Siddarth, S. (2016). A Model for Inferring Market Preferences from Online Retail Product Information Matrices. Journal of Retailing, 92(4), 470-485.
  56. Giampaolo, F. (2003). Il nuovo consumatore: verso il postmoderno. Milano, Franco Angeli srl, 2003–ISBN, 615974799.
  57. Grosso, M., & Castaldo, S. (2015). How store attributes impact shoppers’ loyalty: do different national cultures follow the same loyalty building process? The International Review of Retail, Distribution and Consumer Research, 25(5), 503-515.
  58. Gunthert, K. C., & Wenze, S. J. (2012). Daily diary methods.
  59. Gunter, B., & Furnham, A. (2014). Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics (Vol. 5). Routledge.
  60. Gummesson, E. (2005).  Qualitative research in marketing: Roadmap for a wilderness of complexity and unpredictability. European journal of marketing, 39(3/4), 309-327.
  61. Herche, J. (1994). Ethnocentric tendencies, marketing strategy and import purchase behaviour. International Marketing Review, 11(3), 4-16.
  62. Hoch, S. J., Dreze, X., & Purk, M. E. (1994). EDLP, Hi-Lo, and margin arithmetic. The Journal of
  63. Marketing, 16-27.
  64. Hoyer, W. D., & Stokburger-Sauer, N. E. (2012). The role of aesthetic taste in consumer behavior. Journal of the Academy of Marketing Science, 40(1), 167-180.
  65. Jacoby, J. (2002). Stimulus‐Organism‐Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behaviour. Journal of Consumer Psychology, 12(1), 51-57.
  66. Jeddi S., Atefi Z., Jalali M., Poureisa A., & Haghi H., Consumer behaviour and consumer buying
  67. decision process, International Jounal of Business and Behavioural Sciences, 2013, pp. 1-4.
  68. Kawa, L. W., Rahmadiani, S. F., & Kumar, S. (2013). Factors affecting consumer decision-making: a survey of young adults on imported cosmetics in Jabodetabek, Indonesia. SIJ Transactions on Industrial, Financial & Business Management, 1(5), 175-180.
  69. Kendall, J. (1999). Axial coding and the grounded theory controversy. Western journal of nursing research, 21(6), 743-757.
  70. Kim, J., & Lee, H. H. (2008). Consumer product search and purchase behaviour using various retail
    channels: the role of perceived retail usefulness. International Journal of Consumer Studies, 32(6), 619-627.
  71. Kim, J. O., Forsythe, S., Gu, Q., & Jae Moon, S. (2002). Cross-cultural consumer values need and
  72. purchase behaviour. Journal of Consumer marketing, 19(6), 481-502.
  73. Latham, A. (2003). Research, performance, and doing human geography: some reflections on the diary-photograph, diary-interview method. Environment and planning A, 35(11), 1993-2017.
  74. Lewrick, M., Williams, R., Maktoba, O., Tjandra, N., & Lee, Z. C. (2015). Radical and incremental innovation effectiveness in relation to market orientation in the retail industry: triggers, drivers, and supporters. Successful Technological Integration for Competitive Advantage in Retail Settings, IGI Global, 239-268.
  75. Legard, R., Keegan, J., & Ward, K. (2003). In-depth interviews. Qualitative research practice: A guide for social science students and researchers, 138-169.
  76. Levy, S. J. (1981). Interpreting consumer mythology: a structural approach to consumer behaviour. The Journal of Marketing, 49-61.
  77. Iida, M., Shrout, P. E., Laurenceau, J. P., & Bolger, N. (2012). Using diary methods in psychological research.
  78. Lugli, G., & Pellegrini, L. (2002). Marketing distributive. Utet.
  79. Lugli, G. (1998). I formati di punto vendita nel marketing commerciale e industriale. Trade marketing.
  80. MacInnis D. J., & Folkes V. S., The disciplinary status of consumer behaviour: A sociology of science perspective on key controversies, Journal of Consumer Research, 2010, pp. 899-914.
  81. Mägi, A. W. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics. Journal of Retailing, 79(2), 97-106.
  82. Maizza A., Sinergie tra Industria e Distribuzione nel settore dei beni di largo consumo,1996.
  83. Mandelli, A., & Vescovi, T. (2003). Le nuove frontiere del marketing digitale. Etas.
  84. McDonald, M. H., De Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands-Moving beyond the fast-moving consumer goods model. European Journal of Marketing, 35(3/4), 335-352.
  85. McKechnie G. E., The psychological structure of leisure: Past behaviour. Journal of Leisure Research, 6(1), 1974, p. 27.
  86. McGoldrick, P. J. (2002). Retail marketing. McGraw-Hill.
  87. Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  88. Meyer-Waarden, L., & Benavent, C. (2006). The impact of loyalty programmes on repeat purchase behaviour. Journal of Marketing Management, 22(1-2), 61-88.
  89. Mears, C. L. (2012). In-depth interviews. Research methods and methodologies in education, 170-176.
  90. Mehrabian A., & Russell, J. A., The basic emotional impact of environments. Perceptual and motor skills, 38(1), 1974, pp. 283-301.
  91. Mintz, O., Gilbride, T. J., Currim, I. S., & Lenk, P. (2016). Metric Effectiveness and Use in Marketing-Mix Decisions: Correcting for Endogenous Selection Effects and Ex-Ante Expectations. Working paper.
  92. Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchases intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).
  93. Morrison, D. G. (1979). Purchase intentions and purchase behaviour. The Journal of Marketing, 65-74.
  94. Rook, D. W. (1985). The ritual dimension of consumer behaviour. Journal of Consumer Research, 12(3), 251-264.
  95. Schilling, M., & Izzo, F. (2012). Gestione dell'innovazione. The McGraw-Hill Companies.
  96. Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU.
  97. Sorice M., Il consumo performativo. Media e identità dei consumatori mediali, in (a cura di) E. Di Nallo, R. Paltrinieri. Cum sumo. Prospettive di analisi nella società globale. cit., p. 211.
  98. Strauss, A., & Corbin, J. (1994). Grounded theory methodology. Handbook of qualitative research, 17, 273-285.
    Nezlek, J. B. (2012). Diary methods. Sage.
    Nurani, L. M. (2008). Critical review of ethnographic approach. Jurnal sosioteknologi, 7(14), 441-447.
  99. O'brien, T. (1971). Stages of consumer decision making. Journal of Marketing Research, 283-289.
  100. Oestreicher-Singer, G., & Zalmanson, L. (2013). Content or community? A digital business strategy for content providers in the social age. MIS quarterly, 591-616.
  101. Ohly, S., Sonnentag, S., Niessen, C., & Zapf, D. (2010). Diary studies in organizational research. Journal of Personnel Psychology.
  102. Opdenakker, R. (2006). Advantages and disadvantages of four interview techniques in qualitative research. In Forum Qualitative Sozialforschung/Forum: Qualitative Social Research (Vol. 7, No. 4).
  103. Pandit, N. R. (1996). The creation of theory: A recent application of the grounded theory method. The qualitative report, 2(4), 1-15.
  104. Pantano, E. (2014). Innovation drivers in retail industry. International Journal of Information Management, 34(3), 344-350.
  105. Park, C. W., Iyer, E. S., & Smith, D. C. (1989). The effects of situational factors on in-store grocery shopping behaviour: The role of store environment and time available for shopping. Journal of consumer research, 15(4), 422-433.
  106. Pastore, A., & Vernuccio, M. (2004). Marketing, innovazione e tecnologie digitali: una lettura in ottica sistemica. Cedam.
  107. Paul, J., & Rana, J. (2012). Consumer behaviour and purchase intention for organic food. Journal of consumer Marketing, 29(6), 412-422.
  108. Poirier, J., Clapier-Valladon, S., & Raybaut, P. (1983). Les récits de vie: théorie et pratique (Vol. 52). Presses universitaires de France.
  109. Prandelli, E., & Verona, G. (2002). Marketing in Rete. Analisi e decisioni nell’economia digitale. McGraw-Hill.
  110. Puccinelli, N. M., Goodstein, R. C., Grewal, D., Price, R., Raghubir, P., & Stewart, D., Customer experience management in retailing: understanding the buying process, Journal of retailing, 85(1), 2009, pp. 15-30.
  111. Quester, P., Neal, C., Pettigrew, S., Grimmer, M. R., Davis, T., & Hawkins, D. (2007). Consumer behaviour: Implications for marketing strategy. McGraw-Hill.
  112. Raimondi M., Marketing del prodotto-servizio. Integrare tangibile e intangibile per offrire valore al cliente, 2005, p. 182 e p. 242.
  113. Raymond A. Bauer, Consumer Behaviour as Risk Taking, in Dynamic Marketing for a Changing World, 1960, pp. 389-398.
  114. Richins, M. L., Measuring emotions in the consumption experience, Journal of consumer research, 24(2), 1997, pp. 127-146.
  115. Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
  116. Roger A. Kerin, Steven W. Hartley, W. Rudelius, L. Pellegrini, Marketing, 9 editions, 2010, pp. 139-150 e pp. 443-448.
  117. Rom J. Markin, The Psychology of Consumer Behaviour, Englewood Cliffs, N. J.: Prentice-Hall, 1969.
  118. Sassatelli, R. (2004). Consumo, cultura e società. Il mulino.
  119. Schiffman, L., O'Cass, A., Paladino, A., & Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU.
  120. Sherman, E., Mathur, A., & Smith, R. B. (1997). Store environment and consumer purchase behaviour: mediating role of consumer emotions. Psychology and Marketing, 14(4), 361-378.
  121. Sheth, J. N., & Venkatesan, M. (1968). Risk-reduction processes in repetitive consumer behaviour. Journal of Marketing Research, 307-310.
  122. Silverman, D. (2013). Doing qualitative research: A practical handbook. SAGE Publications Limited.
  123. Sicca, L. (2000). La gestione strategica dell'impresa. Cedam.
  124. Sirgy, M. J. (1982). Self-concept in consumer behaviour: A critical review. Journal of consumer research, 9(3), 287-300.
  125. Symon, G. (1998). Qualitative research diaries. Sage Publications Ltd.
    Solomon, M. R. (2014). Consumer behaviour: Buying, having, and being (Vol. 10). Upper Saddle River, NJ: Prentice Hall.
  126. Stemler, S. (2001). An overview of content analysis. Practical assessment, research & evaluation, 7(17), 137-146.
    Taylor, J. W. (1974). The role of risk in consumer behaviour. The Journal of Marketing, 54-60.
  127. Tippins, M. J., Rassuli, K. M., & Hollander, S. C. (2002). An assessment of direct farm-to-table food marketing in the USA. International Journal of Retail & Distribution Management, 30(7), 343-353.
  128. Timmermans, S., & Tavory, I. (2012). Theory construction in qualitative research: From grounded theory to abductive analysis. Sociological Theory, 30(3), 167-186.
  129. Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behaviour. Journal of Retailing, 91(2), 217-234.
  130. Wiedermann, B., & Cook, W. R. (2007, January). Extracting queries by static analysis of transparent persistence. In ACM SIGPLAN Notices (Vol. 42, No. 1, pp. 199-210). ACM.
  131. Wiersma, W. 1986. Research Methods in Education: An Introduction. Newton: Allyn and Bacon.
  132. Wind, J., & Rangaswamy, A. (2001). Customerization: The next revolution in mass customization. Journal of interactive marketing, 15(1), 13-32.
  133. Urban, G. (2003). Digital marketing strategy: text and cases. Prentice-Hall, Inc.
  134. Venkatesan, M. (1966). Experimental study of consumer behaviour conformity and independence. Journal of Marketing Research, 384-387.
  135. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of retailing, 91(2), 174-181.
  136. Vicari, S. (2001). Il management nell’era della connessione. Egea.
  137. Zabieglik S., The origins of the term homo oeconomicus, Economics and values, 2002, pp. 123-131.
  138. Zaichkowsky J. L., Measuring the involvement construct, Journal of consumer research, 1985, p. 341.
  139. Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behaviour: A social identity theory perspective. Journal of international marketing, 23(2), 25-54.
  140. Zhang, Y. (2015). The impact of brand image on consumer behaviour: a literature review. Open journal of business and management, 3(1).
  141. Zineldin M., & Philipson S., Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps. Journal of consumer marketing, 2007, pp. 229-241.
  142. Zimmerman, D. H., & Wieder, D. L. (1977). The diary: diary-interview method. Urban life, 5(4),
    479-498.
    Appendix: The Diary of Consumer