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EMAC 2024 Annual


Investigating Consumer Shopping in Health Retail Stores: Basket Prototypes and Price Sensitivity
(A2024-119181)

Published: May 28, 2024

AUTHORS

Mouna Sebri, Université de Sherbrooke; Kevin Morin-Laflamme, Léger Marketing

ABSTRACT

Based on a two-stage procedure that combines features from exploratory and choice model-based approaches of market basket analysis, this study empirically investigate purchase-patterns in health-grocery stores, where consumers do not have to arbitrate between conventional and organic alternatives. Our findings reveal 13 distinct basket prototypes depicting the typical purchasing patterns of organic-products consumers, categorized into three categories. The first consists of baskets with a leading category that serves as the main motivation to visit the health store. The second comprises baskets associated with consumers committed to shopping healthfully, and responsibly. Finally, a category that comprise include catch-all baskets that encompass hedonic or snacking purchases. Although health-conscious consumers exhibit sensitivity to prices, it is crucial to recognize its large spectrum not only among different segments but also across different product-categories within a segment.