Critical factors in consumer supermarket shopping behaviour: a neural network approach

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
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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