Open AccessGrocery Shopping Channels: Segmentation by Gender and Age Group
Author(s) -
Jeremy E. Whaley,
Songyee Hur,
YounKyung Kim
Publication year - 2019
Publication title -
journal of business theory and practice
Language(s) - English
Resource type - Journals
eISSN - 2372-9759
pISSN - 2329-2644
DOI - 10.22158/jbtp.v7n3p124
Subject(s) - grocery shopping , grocery store , channel (broadcasting) , market segmentation , advertising , segmentation , consumption (sociology) , business , set (abstract data type) , marketing , computer science , telecommunications , sociology , artificial intelligence , social science , programming language
Grocery shopping via online and multi-channel (using both physical stores and online) has been increasing. Although physical stores still serve a dominant format for grocery shopping, the research examining consumption patterns across grocery channels fails to show this wave of increasing online or multi-channel grocery shopping. Using a secondary data set of 7212 grocery shoppers, we used corresponding analysis to identify grocery shopper segments based on gender and age group that were associated with specific channels (physical store, online, and multi-channel), and GLM to examine consumption patterns across the segments. We offer both theoretical and practical implications for grocery marketers.