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Consumer logistics – portability and mobility during shopping trips

Konferensbidrag (offentliggjort, men ej förlagsutgivet)
Författare Ulrika Holmberg
Johan Hagberg
Publicerad i 22nd Nordic Academy of Management Conference. University at Iceland, Reykjavik, August 21-23, 2013
Publiceringsår 2013
Publicerad vid Centre for Retailing
Företagsekonomiska institutionen, Marknadsföring
Centrum för konsumtionsvetenskap (CFK)
Språk en
Ämnesord consumer logistics, mobility, shopping
Ämneskategorier Företagsekonomi

Sammanfattning

The aim of the paper is to explore the practice of consumer logistics. It is the logistical activities performed by consumers when shopping which is the focus of our interest. It includes what (and how) consumers are carrying and interacting with on the way to the store, in the store, and all the way home. The marketing scholars Granzin and Bahn proposed the study of consumer logistics in the late 1980’s. With few exceptions their call has been surprisingly ignored by marketing researchers. The paper aims to revive this field of study by building on their initial work and introducing a practice approach to consumer logistics using the case of students. The authors draw particular attention to how consumer logistics is performed by assemblages of consumers and things, e.g. a man with a backpack plus two shopping bags full of groceries entering a tram or a woman with a computer bag, several small shopping bags riding a bicycle. The paper shows that the elements included and the way they are related influences how consumer logistics is performed. Furthermore, it emphasises that consumer logistics is related to other practices which impacts how consumer logistics is carried out. The paper also identifies issues that warrant further study, which may be usefully explored through the practice-based approach proposed here.

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