In‐Store Shopping Strategies: Time and Money Costs in the Supermarket

Abstract

Consumers may adopt in‐store shopping strategies to reduce time and/or money expenditures. Seven shopping strategies were identified and used to simulate the purchase of 19 specified products at three supermarkets at which price and size data were collected. Expenditures ranged from $13.88 to $23.70 for the various strategies, requiring up to 272 price comparisons. The monetary savings (from the average) resulting from use of the strategies were used to determine the break‐even times for three hypothetical wage rates. Break‐even time was defined as the amount of time one could spend such that the value of the time expended equals the monetary savings realized. The efficiency of a strategy was found to vary by store and by the value placed on shopping time. The implications of the findings for consumer educators are noted and discussed.

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