A Model of Household Grocery Shopping Behavior

The shopping trip to the grocery store is one of the most basic elements of consumer behavior. The authors seek to provide an understanding of the factors that account for variations in shopping behavior across households. They present a model of shopping behavior that assumes that households seek to minimize the travel cost associated with shopping and the cost of holding goods in inventory. As in the classic EOQ model, observed shopping behavior reflects the manner in which households balance these costs while meeting their consumption needs. A number of propositions derived from the model are tested using data on shopping trips made by households over a one-year period. The results support the model and indicate that the relationship between household characteristics and shopping behavior can be fairly complex: for some households shopping may have a recreational aspect while for others it may compete directly with wage-earning activity.