This study segments grocery shoppers seeking to maximize shopping value and minimize the investment of time, money, and effort. The literature lacks investigations of grocery shoppers based on shopping activities; therefore, this study aims to fill the gap. Data were obtained from 751 respondents who recently made a smart grocery shopping purchase. The cluster analysis to segment grocery shoppers yielded three types: spontaneous smart shoppers, apathetic smart shoppers, and involved smart shoppers. The segments differ across generational cohorts, consumer characteristics, postpurchase evaluations, and shopping values. Conclusions can assist marketers in tailoring their strategies for each segment.
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