Who shops groceries where and how? – the relationship between choice of store format and type of grocery shopping

This study investigates the relationship between type of grocery shopping, consumers' choice of store format and demographic characteristics. By simultaneously observing consumers' choice of store format and whether they are major or fill-in shopping, we are able to investigate more combinations of shopping types and store format than has been done previously. In an Internet survey, a sample of 1575 Swedish consumers reported how they shop groceries. Statistical analyses were performed to determine what consumer characteristics explain frequency of major versus fill-in shopping and frequency of shopping in supermarkets versus convenience stores. Five different segments of consumers are distinguished on the basis of how they shop (major versus fill-in shopping) and where they shop (supermarkets versus convenience stores): Planning Suburbans, Pedestrians, Social Shoppers,City Dwellers and Flexibles. These segments differ on various characteristics. The results inform retailers of the characteristics of consumers patronizing their stores, enabling them to change the store attributes to fit consumer needs as well as the needs of new consumers.