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Shopping Cost and Brand Exploration in Online Grocery
2009
Social Science Research Network
This paper studies differences in consumers' grocery shopping behavior when they shop online and in a brick-and-mortar store. To do so, I assemble a new scanner dataset that tracks customers' grocery purchases in-store and on the Internet. This allows comparison in behavior of the same households, shopping in the same chain, for identical items and for identical prices, eliminating many possible confounding factors. I document that brand exploration -the purchase of a brand not tried in the
doi:10.2139/ssrn.1499855
fatcat:agcyxrlxdrhj7pzaa7sdfg5lfm