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. http://www.academicjournals.org/ajbm/abstracts/abstracts/abstracts2011/18%20Aug/Martinez-Caraballo%20and%20Burt.htm
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.