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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Determining how and why consumer purchasing of grocery and household products varies
Author(s): Martinez-Caraballo, Noemi
Burt, Steven
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Keywords: Consumer behaviour
fast-moving consumer goods
purchasing patterns
store choice
variety-seeking behaviour
Issue Date: 18-Aug-2011
Date Deposited: 19-Nov-2012
Citation: Martinez-Caraballo N & Burt S (2011) Determining how and why consumer purchasing of grocery and household products varies. African Journal of Business Management, 5 (16), pp. 6917-6926.
Abstract: In order to broaden the research on household consumption patterns, this paper aims to determine how and why consumer purchasing of grocery and household products varies. Several variables, such as shopping frequency, overall satisfaction with the stores and demographic characteristics of the household and the buyer have been examined. An ad-hoc survey has been used to test the influence of these variables on variety-seeking behaviour. The results support the existence of a direct relationship between the aforementioned variables and variety-seeking behaviour.
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