Only little research investigates the relationship between consumer purchases and in-store physical shopping behavior, largely because of the difficulty involved with reconciling a precise observation of in-store behavior with a robust statistical analyses of the data. Using an innovative data collection method, this article determines that physical shopping behavior manifests itself along two main dimensions: shopping width (behavioral scope throughout the store) and shopping depth (specific store elements). Both dimensions have strong impacts on purchases: the former tends to influence the number of items bought, and the latter affects the price of purchased items, depending on the product category.
|Title of host publication||Proceeding of the 37th EMAC Conference, Brighton 2008|
|Publication status||Published - 2008|
|Event||37th European Marketing Academy conference - Brighton, United Kingdom|
Duration: 27 May 2008 → 30 May 2008
|Conference||37th European Marketing Academy conference|
|Abbreviated title||EMAC 2008|
|Period||27/05/08 → 30/05/08|