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Conference Proceeding

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Digital technologies are having a profound effect on the path to purchase in a grocery retail environment. Secondary research data on shopping habits is used to analyze the relationship of consumer digital technology use, a consumer’s innovativeness, and consumer engagement with unplanned grocery shopping behavior within a grocery store environment. Findings indicate that all of three variables have a direct, significant effect on unplanned grocery shopping outcomes and that innovativeness has a direct effect on engagement. Future study will consider the impact of key market segments, shopping situations and digital technology types.

About the Authors

Mr. Dale Cake is a Doctoral (DBA) candidate and Adjunct Professor of Marketing at Jacksonville University. He received his MS and MBA degrees from the Temple University Fox School of Business and is CEO of Marketing and Research Strategists in Jacksonville. His research interests are retail consumer behavior and radical innovation management.

Dr. Vikas Agrawal is an Associate Professor of Data Analytics at Jacksonville University. He received his Ph.D. from the University of Toledo. His research interests are predictive and statistical modeling, designing agent-based modeling and simulation, and employing meta-heuristics for real-world optimization problems.

Dr. Douglas Johansen is Associate Dean, Graduate Director, and Associate Professor of Marketing & International Business at Jacksonville University’s Davis College of Business. He received his Ph.D. from Florida State University. His research interests include International Marketing, International Business, Emerging Markets and Entrepreneurship.

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Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

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