Grocery shopping, a one man job? Understanding the single shopper

Purpose Single males and females are an under-studied segment of grocery shoppers. This study aims to compare the shopping habits of single males with single females and couples. Design/methodology/approach Structural equation modeling is used to analyze purchase history data for testing the effect of household type on shopping trip metrics and budget allocation to product categories. Findings Although single male shoppers differ on some trip metrics from females, differences are more pronounced between single shoppers, male or female, and couples. The study also confirms the mediating effect of trip metrics on the relationship between demographics and allocation of budget to grocery product categories. Originality/value The study contributes to the literature by identifying the differences and similarities between shopping behaviors of single males, single females and couples, developing an understanding of their budget allocation decisions to different product categories and testing and confirming that trip characteristics mediate the relationship between demographics and budget allocated to grocery products.