What is it about?
Smart shoppers are people who like to compare and track prices and promotions before making a purchase decision. The authors of this article have developed a model that combines smart shopper behaviours and feelings into a single idea of ‘self-concept’ and relate these to values that the smart shopper holds. Previously the authors have demonstrated national differences in smart shopper self-concepts. This article builds on that work to provide and validates a consistent cross-country measurement scale of the smart-shopper self-concept. It is based on survey data collected from 1,233 shoppers from six different Western countries: Spain, France, Italy, UK, Germany and USA.
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Why is it important?
Marketing practitioners looking to target smart shoppers across multiple countries could build on the findings of this study to develop effective international segmentation and positioning strategies.
Perspectives
We hope this article makes what people might think is a boring, slightly abstract area like consumer behavior and retailing, kind of interesting and maybe even exciting. Because the way we spend money on buying goods is not just a problem for managers, retailers and researchers to worry about - it is an issue that touches every single human being as a shopper.
MÓNICA GÓMEZ SUÁREZ
Universidad Autonoma de Madrid
Read the Original
This page is a summary of: TARGETING SMART SHOPPERS: A CROSS-COUNTRY MODEL, Journal of Business Economics and Management, April 2020, Vilnius Gediminas Technical University,
DOI: 10.3846/jbem.2020.11851.
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