Οι αγοραστικές αποστολές και η επίδρασή τους στην οργάνωση της προϊοντικής συλλογής: Μια προσέγγιση πληροφορούμενη από τεχνικές επιχειρηματικής αναλυτικής
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Shopping missions and their impact on assortment organization: An analytics-informed shopper marketing approach
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This doctoral dissertation provides the theoretical basis for the concept of shopping mission and studies its impact in the area of assortment organization by following an analytics-informed shopper marketing approach. In particular, it evangelizes that instead of seeking to buy a set of individual (and often isolated) product categories, consumers mostly look for cross-category solutions that address their household and consumption needs. These need-states form the basis for triggering precise “shopping missions.” Examples of grocery shopping missions are “breakfast,” “lunch meal,” “birthday party,” etc. This dissertation develops and tests a conceptual framework that models the effects of the congruence between assortment organization and shopping mindset on a number of consumer behavioral variables, such as basket size, shopping duration and unplanned purchases. The empirical research of this doctoral dissertation is divided into exploratory and explanatory phases.
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Οικονομικό Πανεπιστήμιο Αθηνών
