Exploring the link between In-store physical shopping behavior and purchases

Julien Schmitt, Ganael Bascoul

Research output: Chapter in Book/Published conference outputConference publication


Only little research investigates the relationship between consumer purchases and in-store physical shopping behavior, largely because of the difficulty involved with reconciling a precise observation of in-store behavior with a robust statistical analyses of the data. Using an innovative data collection method, this article determines that physical shopping behavior manifests itself along two main dimensions: shopping width (behavioral scope throughout the store) and shopping depth (specific store elements). Both dimensions have strong impacts on purchases: the former tends to influence the number of items bought, and the latter affects the price of purchased items, depending on the product category.
Original languageEnglish
Title of host publicationProceeding of the 37th EMAC Conference, Brighton 2008
Publication statusPublished - 2008
Event37th European Marketing Academy conference - Brighton, United Kingdom
Duration: 27 May 200830 May 2008


Conference37th European Marketing Academy conference
Abbreviated titleEMAC 2008
Country/TerritoryUnited Kingdom


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