Moutinho, L.A., Davies, F.M., Goode, M.M.H. and Ogbonna, E. (2001) Critical factors in consumer supermarket shopping behaviour: a neural network approach. Journal of Consumer Behaviour, 1(1), pp. 35-49. (doi: 10.1002/cb.52)
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Abstract
This paper studies UK supermarket shopping behaviour, by analysing the antecedent variables of three critical factors: overall levels of customer satisfaction, number of trips to the supermarket, and amount spent. A neural network approach predicts these factors using ten input variables and three hidden nodes. Results show that the most satisfied and high-spending customers tend to be those who have the income to take full advantage of the choice and quality offered. Other customers are more concerned with prices being reasonable and discounts available, but the satisfaction of these shoppers is also linked with store atmosphere.
Item Type: | Articles |
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Status: | Published |
Refereed: | Yes |
Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
Authors: | Moutinho, L.A., Davies, F.M., Goode, M.M.H., and Ogbonna, E. |
College/School: | College of Social Sciences > Adam Smith Business School |
Journal Name: | Journal of Consumer Behaviour |
ISSN: | 1472-0817 |
Published Online: | 11 July 2006 |
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