Clustering Attitudes and Behaviors of High/Low Involvement Grocery Shopper

Abstract

The purpose of this exploratory and quantitative study was to examine the attitudes and behaviors of 14,807 grocery shop- pers. These respondents across the US were asked to answer attitudinal, behavioral, and demographic related questions. Shoppers were profiled by analyzing their responses to 16 relevant attitudinal and behavioral questions. A cluster analysis was performed followed by a discriminant analysis to deter- mine attitudinal and behavioral variables explaining cluster membership. A cross-tabulation analysis assessed demo- graphic variables that correlated with cluster membership. Two clusters were identified: high and low involvement grocery shoppers. In an event that has long been perceived as low involvement, a large percentage (53%) can be categorized as high involvement grocery shoppers. These shoppers tend to be younger. They were more likely to enjoy the hunt of finding products/deals, seek the advice of others and perceive that the products they buy reflect upon them. Grocery stores have a significant opportunity to target this high involvement shop- per. Grocery stores will need to create an integrative, engaging online and in-store experience to attract high involvement shoppers and ultimately increase store loyalty. The results of this research has significant communication, branding and digital marketing implications