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Motivating shoppers to expand purchases during daylight-saving time

Miranda, Mario J (2011) Motivating shoppers to expand purchases during daylight-saving time. Journal of Services Marketing, 25 (3). pp. 202-214. ISSN 0887-6045

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Abstract

Purpose – This paper aims to get an understanding of the determinants of unscheduled store visits during daylight-saving time so that retail service providers may be able to encourage shoppers to expand their purchases during their sporadic store visits. Design/methodology/approach – From the survey data, two econometric models were constructed, which predicted frequencies and times of shoppers' unscheduled grocery purchases. Based on the findings and behavioural principles, a conceptual model is defined for motivating shoppers to expand their purchases during their intermittent store visits. Findings – A considerable number of consumers make unscheduled grocery store visits to their principal grocery stores when the store is kept open during daylight-saving time. Shoppers are, however, not likely to make significant purchases during these irregular visits. Research limitations/implications – Future research could examine changes in shopping behaviour from the switch back of the clock when DST is over. Practical implications – Grocery stores who employ more resources, hoping to take advantage of the increased consumer inclination to visit stores during daylight-saving time, may struggle to recover their operating costs. Originality/value – The preparedness of consumers to break out of their work and social activities and visit their principal grocery service providers after business hours during daylight-saving time suggests that these consumers could be motivated, based on the principle of hierarchy of needs, to elaborate on the benefits of the store's augmented and engaging services at this time and expand their purchases during these visits.

Item Type: Article
Uncontrolled Keywords: ResPubID24014, purchasing, shopping, shops
Subjects: Faculty/School/Research Centre/Department > School of Economics and Finance
FOR Classification > 1505 Marketing
SEO Classification > 9099 Other Commercial Services and Tourism
Depositing User: VUIR
Date Deposited: 30 Aug 2012 05:19
Last Modified: 30 Aug 2012 05:19
URI: http://vuir.vu.edu.au/id/eprint/9291
DOI: 10.1108/08876041111129182
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Citations in Scopus: 0 - View on Scopus

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