Fulfilment of planned and unplanned purchases of sale- and regular-price items: a benchmark study
Fulfilment of planned and unplanned purchases of sale- and regular-price items: a benchmark study
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促销品和正价商品计划内和计划外采购的履行情况：基准研究
DOI：
10.1080/095939600405965
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发表时间：
2000
期刊：
影响因子：
--
通讯作者：
H. Hunt
中科院分区：
文献类型：
--
作者：
J. Kelly;Scott M. Smith;H. Hunt
一项对2,172名购物者的描述性基准研究介绍了9个相互排斥的计划/实际购物者购买类别。对于进入商店的购物者，它确定了九个相互排斥的计划/实际购物者类别中每一个类别的实际购物者人数和花费的美元，并根据他们是销售还是正常价格的项目来区分计划和实际购买。在2 172名购物者中，约有13.5%的人表示他们不打算购买物品。另有13.7%的人表示他们计划只购买销售物品，60.2%的购物者表示他们计划只购买正常价格物品，12.6%的人计划既购买销售物品又购买正常价格物品。在接受调查的2，172名购物者中，只有11.1%（242人）完成了他们计划购买的所有商品，58.1%的计划商品已经购买，18%（391人）的购物者没有购买任何商品就离开了商店。这项研究区分销售价格购买的基础上，他们是否计划之前来到商店（店前）或计划外，并决定在商店（店内）。报告还指出了计划采购没有完成的原因。研究方法和分析的解释，然后讨论的结果及其对零售商的影响。
A descriptive benchmark study of 2,172 shoppers introduces nine mutually exclusive planned/actual shopper purchase categories. It identifies, for shoppers entering a store, the actual number of shoppers and dollars spent in each of the nine mutually exclusive planned/actual shopper categories, differentiating planned and actual purchases based on whether they were sale or regular-price items. Approximately 13.5 per cent of the 2,172 shoppers stated that they did not plan to purchase items. Another 13.7 per cent indicated they planned to purchase only items on sale, 60.2 per cent of the shoppers indicated they planned to purchase only regular-price items, and 12.6 per cent planned to purchase both sale and regular-price items. Of the 2,172 shoppers surveyed, only 11.1 per cent (242) completed all purchases they planned to make, 58.1 per cent of all planned items were purchased, and 18 per cent (391) of all shoppers left the store without buying anything. This study differentiates sale-price purchases based on whether they were planned before coming to the store (pre-store) or unplanned and decided in the store (in-store). It also identifies the reasons why planned purchases were not fulfilled. The research methodology and analysis are explained, followed by a discussion of the findings and their implications for retailers.