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

Suzan Burton

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the Academy of Marketing Science International Retailing Conference 2006
EditorsB. Babin
Place of PublicationAthens, Georgia, USA
PublisherAcademy of Marketing Science
Number of pages20
Publication statusPublished - 2005
EventAcademy of Marketing Science International Retailing Conference - Reims, France
Duration: 1 Jul 20052 Jul 2005

Conference

ConferenceAcademy of Marketing Science International Retailing Conference
CityReims, France
Period1/07/052/07/05

Keywords

  • nonpurchase
  • nonchoice
  • lost sales

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