Effects of Macro External Conditions on Consumers’ Subsequent Unplanned Purchase in Supermarkets—Study of a Renowned Supermarket in Shanghai
Date Issued
2015
Date
2015
Author(s)
Zhang, Yu-Qi
Abstract
Supermarket shopping has become a more and more important channel that catches our attention, especially in emerging markets including Shanghai China, and unplanned purchase is an important part in supermarket shopping. Academic researchers have studied and found a few internal factors that could be used for predicting consumers’ unplanned purchases. However, few of them discussed the macro external conditions and consumers’ subsequent unplanned purchase behavior. The purpose of this study is to explore the effects of macro external conditions on consumers’ subsequent unplanned purchases. This thesis, to some extent, aims to prove that there exists relation between a few macro external conditions and consumers’ subsequent unplanned purchasing behavior. First, the principal component analysis was employed to find a few key macro external conditions that influence the emotion of consumers. Under the disclosed conditions, specific consumer groups were identified and the amount of consumers was projected. Afterwards, questionnaires were made and a survey was carried out to find whether specific emotion changes of consumers can be influenced significantly under macro external conditions. Based on the data, cluster analysis and elasticities approach were carried out, which is considered new in this particular field. Finally, regression analysis and analysis of variance were performed to examine whether there exist relations between happiness, guilt and remorse emotions and consumers’ subsequent unplanned purchasing behavior, respectively. There are two major conclusions for this study. First, in rainy days, no matter more happy or remorse emotions are generated, the consumers appear to have stronger subsequent unplanned purchases. Secondly, in cold days, if less guilty emotions are generated, the consumers also have stronger subsequent unplanned purchases. There is no doubt that rational unplanned purchase is a win-win situation for both a supermarket and consumers. For supermarket managers, they can create some business strategies to interact more effectively with consumers. For consumers, they can buy things they really need but have not thought before in a more affordable price.
Subjects
Unplanned purchase
macro external conditions
supermarket
field experiment
principal component analysis
cluster analysis
subsequent unplanned purchase
Type
thesis
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