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Critical factors in consumer supermarket shopping behaviour: a neural network approach

Moutinho, Luiz A., Davies, Fiona Margaret, Goode, Mark M. H. and Ogbonna, Emmanuel Okechukwu ORCID: 2001. Critical factors in consumer supermarket shopping behaviour: a neural network approach. Journal of Consumer Behaviour 1 (1) , pp. 35-49. 10.1002/cb.52

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This paper studies UK supermarket shopping behaviour, by analysing the antecedent variables of three critical factors: overall levels of customer satisfaction, number of trips to the supermarket, and amount spent. A neural network approach predicts these factors using ten input variables and three hidden nodes. Results show that the most satisfied and high-spending customers tend to be those who have the income to take full advantage of the choice and quality offered. Other customers are more concerned with prices being reasonable and discounts available, but the satisfaction of these shoppers is also linked with store atmosphere. Copyright © 2001 Henry Stewart Publications.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
Uncontrolled Keywords: Supermarket shopping; overall satisfaction; neural networks
Publisher: Wiley Blackwell
ISSN: 1472-0817
Last Modified: 21 Oct 2022 10:09

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