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Essays on Dynamics of Consumers' In-store Shopping Behavior.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Essays on Dynamics of Consumers' In-store Shopping Behavior./
Author:	Han, Yoonju.
Description:	1 online resource (119 pages)
Notes:	Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
Contained By:	Dissertation Abstracts International79-11A(E).
Subject:	Marketing. -
Online resource:	click for full text (PQDT)
ISBN:	9780438094284

Essays on Dynamics of Consumers' In-store Shopping Behavior.
Han, Yoonju.

Essays on Dynamics of Consumers' In-store Shopping Behavior. - 1 online resource (119 pages)

Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.

Thesis (Ph.D.)--Indiana University, 2018.

Includes bibliographical references

While making a shopping trip within a store, consumers are exposed to a number of stimuli, such as product displays and price promotions. The impacts from such stimuli towards shoppers' behavior such as attention, engagement, and purchase are not static over time but can change within a trip. This dissertation investigates the dynamics of shoppers' in-store behavior.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780438094284Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Essays on Dynamics of Consumers' In-store Shopping Behavior.
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245 1 0 $a Essays on Dynamics of Consumers' In-store Shopping Behavior.
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300 $a 1 online resource (119 pages)
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500 $a Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
500 $a Adviser: Shibo Li.
502 $a Thesis (Ph.D.)--Indiana University, 2018.
504 $a Includes bibliographical references
520 $a While making a shopping trip within a store, consumers are exposed to a number of stimuli, such as product displays and price promotions. The impacts from such stimuli towards shoppers' behavior such as attention, engagement, and purchase are not static over time but can change within a trip. This dissertation investigates the dynamics of shoppers' in-store behavior.
520 $a In the first essay, I focus on in-store displays and propose that purchase behavior depends on the consumers' unobserved information states. Research on in-store shopping behavior assumes that consumers have full information about marketing stimuli in the store, which may not be valid in retail settings. I build a model to capture the existence of different information states and account for six types of displays in different locations within the store using a hierarchical Bayesian framework. The proposed framework is estimated using a scanner panel data from a large U.S. grocery chain. Results show that marketing-mix variables in different information states and displays in different locations have differential impacts on consumers' purchase behaviors. Equipped with these findings I propose a display allocation optimization that results in a revenue increase of close to 60%.
520 $a In the second essay, I investigate consumers' purchase-related behavior at the checkout counter. The checkout area of a supermarket sells a large assortment of products, and is one of the most productive areas of the store. Prior research on retail checkout has focused on how waiting time affects customer satisfaction. Little is known, however, about how shoppers attend to, engage with, and shop products while waiting in line. This essay proposes a simultaneous equations model which predicts that, as shoppers move through the checkout lane, their motives, abilities and marketing opportunities dynamically influence their eye fixations, product interactions, and purchases. I estimate the model using a unique dataset of eye-tracking and survey data collected from a field experiment at a large U.S. grocery chain. The result reveals that product engagement and impulse purchases are the predictable outcome of interactions between personal and marketing factors and provides marketing researchers and store managers with insights for merchandising and line management at checkout.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
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710 2 $a Indiana University. $b Business. $3 1179133
773 0 $t Dissertation Abstracts International $g 79-11A(E).
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