The Interplay Between Category Factors, Customer Characteristics, and Customer Activities in Point-Of-Purchase Decision Making

J. Jeffrey Inman, University of Pittsburgh
Russell Winer, New York University
Rosellina Ferraro, University of Maryland
This research explores product category factors and customer characteristics that affect the likelihood of engaging in unplanned purchases. We employ a hierarchical modeling approach, using a dataset of 2,800 in-store consumer intercept interviews conducted in 14 cities. The results show that category factors such as purchase frequency and display, and customer characteristics such as household size and shopping with others affect point-of-purchase decision making. The results support our predictions that list use, more frequent trips, limiting the aisles visited, limiting time spent in the store, and paying by cash are effective strategies for decreasing the likelihood of making unplanned purchases.
[ to cite ]:
J. Jeffrey Inman, Russell Winer, and Rosellina Ferraro (2008) ,"The Interplay Between Category Factors, Customer Characteristics, and Customer Activities in Point-Of-Purchase Decision Making", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 52-54.