Grocery Shopping Choices

Abstract

A conjoint analysis of expressed preferences for experimental levels of supermarket attributes is carried out to forecast spatial behavior based on how stimulus information is processed by consumers. The aggregate model is tested by means of a behavioral gravity model formulation. The derived utility scales input are measures of attractiveness in the gravity model to independently validate the combination rule of the conjoint analysis. Results of a test support this hypothesis and provide useful information concerning spatial behavior in the purchase of grocery items.