Co-shopping consumer behaviour

Abstract

Consumer shopping habits are dynamic and constantly changing. There are innumerable factors which effect this behaviour. Different environment stimuli lead to varying responses amongst customers. Multiple studies have been done in this domain. Being able to identify stimuli that bring about possible responses are a constant challenge for modern day managers. Through this study we explored the impact of co-shopper and social distance with the co-shopper on the buying behaviour of the consumer. A survey based experiment was constructed to assess the purchase intentions. Through statistical analysis it was observed that while statistically co-shopper did not have major impact on the purchase intention. However, an interesting finding was that when shopping with family members or best friend the consumers indicated a high willingness to buy as compared to while shopping with distant friend, colleague. The report also enumerates recommendations for managers to leverage the above opportunities