Shopping Orientation-Based Segmentation of U.S. Grocery Shoppers

Abstract

This study presents a segmentation analysis of grocery shoppers. The process utilized consists of three parts. First, shopping orientations are identified through a factor analysis of responses to psychographic statements related to grocery shopping. Seven shopping orientations are found to exist, including (1) price consciousness, (2) recreation, (3) food safety, (4) health, (5) convenience, (6) home shopping, and (7) home cooking. Second, grocery shopping segments are identified by clustering respondents on the basis of their scores across the seven shopping orientations. Four grocery shopping segments are identified including (1) food safety/health, (2) convenience, (3) middle-of-theroad, and (4) home shopping. Third, each of the grocery shopping segments is profiled with respect to store attribute evaluations, media usage, and level of involvement. Demographic characteristics were not significantly related to the four grocery shopping segments. The study delineates implications for each of the grocery shopping segments.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 16 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.