What helps or inspires busy moms while grocery shopping?

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The purpose of this master thesis is to understand how busy moms experience their grocery shopping trips and the in-store environment. In gaining this knowledge, we aim at being able to suggest ways to improve the grocery shopping experience of busy moms; and present insights that can help food retailers in targeting this consumer group in-store. Methodology: We use an iterative approach, and work with photo elicitation interviews. We let our respondents capture their experiences in photographs, which then aid in recalling their memories in follow up interviews. Theoretical perspective: We base our theoretical perspective on environmental psychology where we use the original M-R model, and include personal and situational variables suggested by Bäckström and Johansson (2006); where the latter variable includes the views by Turley and Milliman (2000). We combine the theoretical perspectives to understand the effects on consumer minds (viewed as a black-box) and relate it to resulting response of the grocery shopping experience. Empirical data: The study comprised the views of 9 busy moms whom could visit 4 different grocery retailers. Further, we use literature from the fields of in-store marketing, atmospherics and consumer behavior. Conclusion: From the views of our 9 respondents, we have identified so...