An investigation of habitual purchasing behavior in grocery shopping using partial least squares structural equation modelling

Retailer marketing expenditure is significant, yet it is increasingly apparent that consumer decision-making is determined by factors beyond the direct influence of marketing campaigns. This study is focused on the development of a model of habitual grocery purchasing behavior and the identification of factors that influence nonconscious purchasing. To identify the drivers, symptoms of the behavior are measured directly. By basing the model on the Stimulus-Organism-Response framework and analysing data using partial least squares structural equation modelling, factors that influence habitual grocery purchasing behavior are identified. An importance performance analysis highlights particular factors controlled by the retailer, that if improved will increase engagement in habitual grocery purchasing behavior. As a result managerial insights are developed that are based on the driving factors of the nonconscious purchasing behavior.