Universität zu Köln

Scholdra, Thomas P., Wichmann, Julian R. K., Eisenbeiss, Maik ORCID: 0000-0002-0859-3512 and Reinartz, Werner J. (2022). Households Under Economic Change: How Micro- and Macroeconomic Conditions Shape Grocery Shopping Behavior. J. Mark., 86 (4). S. 95 - 118. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

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Abstract

Economic conditions may significantly affect households' shopping behavior and, by extension, retailers' and manufacturers' firm performance. By explicitly distinguishing between two basic types of economic conditions-micro conditions, in terms of households' personal income, and macro conditions, in terms of the business cycle-this study analyzes how households adjust their grocery shopping behavior. The authors observe more than 5,000 households over eight years and analyze shopping outcomes in terms of what, where, and how much they shop and spend. Results show that micro and macro conditions substantially influence shopping outcomes, but in very different ways. Microeconomic changes lead households to adjust primarily their overall purchase volume-that is, after losing income, households buy fewer products and spend less in total. In contrast, macroeconomic changes cause pronounced structural shifts in households' shopping basket allocation and spending behavior. Specifically, during contractions, households shift purchases toward private labels while also buying and consequently spending more than during expansions. During expansions, however, households increasingly purchase national brands but keep their total spending constant. The authors discuss psychological and sociological mechanisms that can explain the differential effects of micro and macro conditions on shopping behavior and develop important diagnostic and normative implications for retailers and manufacturers.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Scholdra, Thomas P. UNSPECIFIED UNSPECIFIED UNSPECIFIED Wichmann, Julian R. K. UNSPECIFIED UNSPECIFIED UNSPECIFIED Eisenbeiss, Maik UNSPECIFIED orcid.org/0000-0002-0859-3512 UNSPECIFIED Reinartz, Werner J. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-667964
DOI:	10.1177/00222429211036882
Journal or Publication Title:	J. Mark.
Volume:	86
Number:	4
Page Range:	S. 95 - 118
Date:	2022
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7185
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language PRIVATE LABELS; ADVERTISING EFFECTIVENESS; BUSINESS CYCLES; STORE; CONSUMER; IMPACT; SELF; PRICE; CONTRACTIONS; COMPETITION Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/66796