Why do they not buy? Consumer reports of nonchoice and nonpurchase

Previous research has led to a rich understanding of consumer choice in retail settings, however episodes where customers choose not to buy have received very little attention. This study uses three different data collection methods, diary recall, in-store observations and exit interviews, and distinguishes between episodes where consumers do not purchase the category (nonpurchase), as opposed to purchasing an alternative product (nonchoice). The study analyses episodes of nonpurchase and nonchoice, and suggests that many nonpurchases are due to store specific factors. The results suggest that a focus on factors contributing to nonpurchase may be beneficial in retail settings.