Exploring the incidence and antecedents of buying an FMCG brand and UPC for the first time

Svetlana Bogomolova, Zachary Anesbury, Larry Lockshin, Natasha Kapulski, Tim Bogomolov

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


Two studies provide estimates of the upper range of incidence of first-time (brand and UPC) purchases, claimed reasons for these new purchases, and consumer profiles of first-time brand buyers. Study 1 analyzes three years of transaction data from 10,000 loyalty card members; Study 2 reports on 510 mall-intercept interviews in two different stores. Despite the vast range of items available in modern supermarkets, new brand purchasing is not particularly common: new brands constitute about 5% of items in a basket and are purchased on about 1/3 of shopping trips. The majority of these new-to-consumer purchases have been prompted by in-store stimuli (noticing new brands, price promotions and stock-outs). Interestingly, demographic characteristics between first-time and existing buyers did not differ. Providing further evidence to the habitual nature of grocery shopping, the results indicate limited opportunities to expand/change consumer repertoires suggesting the need for ongoing marketing activities for FMCGs.

Original languageEnglish
Pages (from-to)121-129
Number of pages9
JournalJournal of Retailing and Consumer Services
Publication statusPublished - Jan 2019
Externally publishedYes


  • Brand switching
  • First-time brand purchase
  • In-store choices
  • Shopping


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