Planned But Not Purchased? a Field Study of Drivers and Consequences of Failed Purchases

Verena Huettl, University of Hohenheim, Germany
Aleksandra Kovacheva , University of Pittsburgh, USA
Jeffrey Inman , University of Pittsburgh, USA
Analyzing shopping trips of over 2000 shoppers, we find that nearly a fifth of planned purchases do not make it into the shopper's cart. We investigate what category, trip, and shopper characteristics predict these “failed” purchases. Moreover, we show that unfulfilled shopping plans impact the shopper’s satisfaction with the retailer.
[ to cite ]:
Verena Huettl, Aleksandra Kovacheva , and Jeffrey Inman (2014) ,"Planned But Not Purchased? a Field Study of Drivers and Consequences of Failed Purchases", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 36-40.