Συλλογές
Τίτλος Shopping missions and their impact on assortment organization: An analytics-informed shopper marketing approach
Εναλλακτικός τίτλος Οι αγοραστικές αποστολές και η επίδρασή τους στην οργάνωση της προϊοντικής συλλογής: Μια προσέγγιση πληροφορούμενη από τεχνικές επιχειρηματικής αναλυτικής
Δημιουργός Sarantopoulos, Panagiotis
Συντελεστής Athens University of Economics and Business, Department of Management Science and Technology
Δουκίδης, Γεώργιος
Πραματάρη Αικατερίνη
Θεοτόκης, Αριστείδης
Τύπος Text
Φυσική περιγραφή 151 σ.
Γλώσσα en
Περίληψη This doctoral dissertation provides the theoretical basis for the concept of shopping mission and studies its impact in the area of assortment organization by following an analytics-informed shopper marketing approach. In particular, it evangelizes that instead of seeking to buy a set of individual (and often isolated) product categories, consumers mostly look for cross-category solutions that address their household and consumption needs. These need-states form the basis for triggering precise “shopping missions.” Examples of grocery shopping missions are “breakfast,” “lunch meal,” “birthday party,” etc. This dissertation develops and tests a conceptual framework that models the effects of the congruence between assortment organization and shopping mindset on a number of consumer behavioral variables, such as basket size, shopping duration and unplanned purchases. The empirical research of this doctoral dissertation is divided into exploratory and explanatory phases.
Λέξη κλειδί Shopping mission
Marketing approach
Consumer behavior
Sales data analytics
Ημερομηνία έκδοσης 18-02-2016
Άδεια χρήσης https://creativecommons.org/licenses/by/4.0/