The Effects of Situational Factors on In-Store Grocery Shopping Behavior: The Role of Store Environment and Time Available for Shopping

Abstract

We conducted a field experiment to explore the effects of two situational factors, store knowledge and time available for shopping, on consumers' grocery shopping behavior. The results indicate that these two factors have an impact on such shopping behaviors as failure to make the intended purchases, unplanned buying, brand and product class switching, and purchase volume deliberation. The findings also suggest that the information processing activities that mediate these relationships differ across shopping conditions. Implications for managing the grocery store environment that may advance current practice are offered.