A discussion of the geographical influences on cherry picking

Abstract

Retailers know the cherry picking consumer as a shopper who goes from store-to-store, buying only items that are specially priced. This perception raises various questions for a retailer: who are cherry pickers; how do they behave; and, how does this behaviour impact on retailers? The aim of this article is to examine the correlation between cherry picking and the distance that consumers travel to do grocery shopping and whether geographical influences play a role in customer behaviour concerning store switching and location. The study will enable retailers to benefit from this form of consumer behaviour by taking a proactive approach towards store switching and store location.