Retail Shopping Lists: Reassessment and New Insights

Marcus Schmidt

Research output: Contribution to journalJournal articleResearchpeer-review


The paper addresses consumers' shopping lists. The current study is based on a survey of 871 lists collected at retail grocery stores. Most items on shopping lists appear on the product category level rather than the brand level. The importance of the brand level varies considerably across product categories. An association between the frequency of a brand's appearance on lists and the amount of money spent on advertising the brand could not be found. A strong link between brands, prices and store names is revealed. Price in the majority of cases refers to brands rather than to product categories. The paper ends with a discussion and with suggestions for future research.
Original languageEnglish
JournalJournal of Retailing and Consumer Services
Issue number1
Pages (from-to)36-44
Publication statusPublished - 2012


  • Shopping Lists
  • Unotrusive Surveys
  • Motivational-volitional Model
  • Intentions Typology

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