Phd Canditate :

E-mail :

Supervisor :

Dr. Panagiotis Sarantopoulos


Professor G. Doukidis

PhD Thesis Abstract

This doctoral dissertation provides the theoretical basis for the concept of shopping mission and studies its impact in the area of assortment organization. It develops and tests a conceptual framework that models the effects of the congruence between assortment organization and shopping mindset on a number of consumer behavioral variables, such as basket size, shopping duration, and unplanned purchases. In empirical terms, this work includes the development of a method of identifying shopping missions from point-of-sale (POS) data and a series of focus group discussions with consumers in order to understand and define shopping missions and apprehend their conceptual relationship with shopping goals and shopping mindsets. It further includes two laboratory experiments using virtual store technology and a field (quasi-) experiment, which seek to determine the nature of the relationship between the assortment organization and shopping mindset and to test hypotheses with respect to the effects to be predicted on basket size, purchase rate and unplanned purchases. The dissertation concludes by providing a number of contributions to the theory and practice of shopper marketing, references to the limitations of this research, as well as avenues for future research.