Abstract
This paper aims to determine why consumer purchasing of fast moving consumer goods varies over time in Spain. More specifically, our objective is to explain multiple-store shopping in the households belonging to the Spanish Nielsen Homescan consumer panel that provides information about household shopping decisions between April 2003 and April 2004. In order to achieve this purpose, a Bayesian Dynamic Tobit model is used. The results allow us to confirm the influence of several demographical and geographical variables on household multiple-store shopping during the sample period.
Highlights
The literature on consumer behaviour in the retail market is skewed towards studying consumer loyalty and retail patronage behaviour
Most of the empirical contributions to this field of study have focused on brand choice and, to a lesser extent, on analysing store choice
Over the last three decades, variety-seeking behaviour and multiple-store shopping have attracted the attention of researchers in the consumer behaviour area
Summary
The literature on consumer behaviour in the retail market is skewed towards studying consumer loyalty and retail patronage behaviour. The specific objective of this paper is to study, from a dynamic perspective, the determinants of the variation in the regular store set at which households do their FMCG shopping. For this purpose, a Bayesian statistical model is built (Rossi, Allenby 2003; Rossi et al 2005). We analyse differences across households in store choice in a study of the dynamic behaviour of consumers and we empirically estimate the model on scanner panel data.
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