Let's talk about promotions: shoppers' discourse during a grocery shop

Purpose

This study aimed to examine consumers planned versus actual behaviour when grocery shopping, and to understand consumers' motivations for purchasing grocery items on promotional offer, to inform retailer promotional strategy.

Design/methodology/approach

The study employed a mixed methods approach using a pre-shop survey; an accompanied shop and a post-shop survey to assess. The study sample comprised 48 participants aged over 18 years old who identified themselves as the main household shopper.

Findings

Results identified six themes relating to shopper discourse: (1) Bargains that benefit the household budget; (2) The buzz of a bargain; (3) Savvy stockpiling; (4) Active avoidance of available offers; (5) Reliance on regular reductions and (6) Using deals to dictate dinner.

Originality/value

This study uses a novel method to gather insightful qualitative data on consumer attitudes towards promotions in a real-life supermarket setting. The novelty of this study is the previously under-explored relationship between individual decision-making, store environment and processes when buying grocery items on promotional offer within the real-life supermarket setting. This research therefore provides insightful, original evidence in this field authentically exploring consumer attitudes and perceptions towards promotions, and the need for retail managers to develop strategies that assist shoppers to make healthier choices while grocery shopping.