The literature on instore purchasing behaviour is reviewed and itis argued that the importance of the purchasing situation as a strategicfactor to induce behaviour change amongst continental cheese usersshould be reconsidered. Research is reported that shows significantdifferences in instore behaviour between frequent and occasionalpurchasers. Suggestions are offered for ways in which store managersmight modify this behaviour.
British Food Journal – Emerald Publishing
Published: Feb 1, 1991