The Effects of In-Store Category Adjacencies on Consumer Purchase Behavior

Abstract

This paper aims to get a deeper understanding of the gradual background of the concepts of in-store category adjacencies and consumer behavior, and how the different dimensions of category adjacencies can influence the consumer purchase behavior, thus affecting the retailer’s sales and profitability. The study was based on compiling both theoretical and empirical studies conducted so far on in-store category adjacencies and consumer behavior, in order to explore the potential for future empirical studies to examine the impact of in-store adjacencies in improving the in-store navigation and the shopping experience, and their reflection on the consumer purchase behavior in the fast moving consumer goods retail outlets in Kuwait.

Keywords: Category adjacencies, consumer behavior, shopping experience, shopper marketing, cooperative societies