Shopping Lists: A Primary Shopping Tool Where Shoppers Engage With Retailers, Products, and Brands To Help Manage Buying Decisions

Authored By:
Brian O’Connell
The Integer Group

Michael Glunk
The Integer Group

Kimberly Chatman
The Integer Group

Craig Elston
The Integer Group

This research is part of an ongoing Integer research called “The Checkout.”  The research within investigates shoppers’ use of list-making to evaluate purchase intent and Pre-Tail purchase considerations in everyday purchases.  Though list-making is an age-old practice, current cue triggered by the recent recession, the perception of money being tight, and the desire for stronger self-imposed sending control have caused list-making to become more important than ever.  List-making behaviors have changed; it has now become more routine as shoppers seek the reward of mastering their shopping excesses and/or not buying necessary things.  In addition, our research looks at the current shopper marketplace and the variations across different shopper subsets.

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