Βιβλιοθήκη ΟΠΑ - Ψηφιακό Αποθετήριο

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Συλλογές :	Ιδρυματικό Αποθετήριο ΟΠΑ / AUEB Institutional Repository Σχολή Διοίκησης Επιχειρήσεων / School of Business Τμήμα Διοικητικής Επιστήμης και Τεχνολογίας / Department of Management Science and Technology Μεταπτυχιακές Εργασίες / Postgraduate dissertations

Τίτλος :	Shopping missions and their impact on assortment organization: An analytics-informed shopper marketing approach

Εναλλακτικός τίτλος :	Οι αγοραστικές αποστολές και η επίδρασή τους στην οργάνωση της προϊοντικής συλλογής: Μια προσέγγιση πληροφορούμενη από τεχνικές επιχειρηματικής αναλυτικής

Δημιουργός :	Sarantopoulos, Panagiotis

Συντελεστής :	Athens University of Economics and Business, Department of Management Science and Technology (Degree granting institution) Δουκίδης, Γεώργιος (Επιβλέπων καθηγητής) Πραματάρη Αικατερίνη (Επιβλέπων καθηγητής) Θεοτόκης, Αριστείδης (Επιβλέπων καθηγητής)

Τύπος :	Text

Φυσική περιγραφή :	151 σ.

Γλώσσα :	en

Περίληψη :	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.

Περίληψη :

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.

Λέξη κλειδί :	Shopping mission Marketing approach Consumer behavior Sales data analytics

Ημερομηνία έκδοσης :	18-02-2016

Άδεια χρήσης :

Αρχείο: Sarantopoulos_2016.pdf

Τύπος: application/pdf

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