An Integrated Model of Grocery Store Shopping Path and Purchase Behavior

46 Pages Posted: 18 Feb 2007 Last revised: 4 Apr 2012

See all articles by Sam K. Hui

Sam K. Hui

New York University (NYU) - Department of Marketing

Eric Bradlow

University of Pennsylvania - Marketing Department

Peter Fader

University of Pennsylvania - Marketing Department

Date Written: October 30, 2007

Abstract

As behavioral hypotheses about in-store decision making become more common in the marketing literature, there is a growing need for richer, more complete datasets in order to test them more carefully. We introduce a novel PathTracker® dataset that captures consumers' in-store shopping processes, thus allowing researchers to start thinking about how to run such tests using actual field data. We propose an individual-level probability model that jointly captures three key aspects of a consumer's within-store behavior: which zones she visits, how long she stays in each zone, and what purchases she makes within that zone. After showing that our model offers an adequate description of the PathTracker® data, we discuss the issues involved in testing several behavioral hypotheses using the proposed framework.

Keywords: Path model, integrated model, shopping behavior, retailing

Suggested Citation

Hui, Sam K. and Bradlow, Eric and Fader, Peter, An Integrated Model of Grocery Store Shopping Path and Purchase Behavior (October 30, 2007). Available at SSRN: https://ssrn.com/abstract=960960 or http://dx.doi.org/10.2139/ssrn.960960

Sam K. Hui

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
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Eric Bradlow

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
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United States
215-898-8255 (Phone)

Peter Fader (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

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