Luiz A. Moutinho holds the Foundation Chair of Marketing in the Department of Management Studies, University of Glasgow. His current research interests include computer modelling in marketing management, consumer behaviour, and marketing of services, and he has published extensively in academic journals in the UK and the USA.
Critical factors in consumer supermarket shopping behaviour: a neural network approach
Article first published online: 11 JUL 2006
Copyright © 2001 Henry Stewart Publications.
Journal of Consumer Behaviour
Volume 1, Issue 1, pages 35–49, June 2001
How to Cite
Moutinho, L. A., Davies, F. M., Goode, M. M. H. and Ogbonna, E. (2001), Critical factors in consumer supermarket shopping behaviour: a neural network approach. Journal of Consumer Behaviour, 1: 35–49. doi: 10.1002/cb.52
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- Manuscript Revised: 9 MAR 2001
- Supermarket shopping;
- overall satisfaction;
- neural networks
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.