Predictors of cross-buying in grocery retailing: the role of non-traditional product/service categories

Frame of research: There is a paucity of research investigating cross-buying where non-traditional product/service (NTPS) categories are concerned and the main literature in the field finds that consumers with different socio-demographic characteristics make different shopping decisions. Purpose of the paper: This study investigates cross-buying in grocery retailing, with a twofold aim: 1) to identify consumer purchase predictors of the number of NTPS categories offered with the retailer’s private label (PL); 2) to explore whether demographic and social characteristics play a role in identifying the profile of PL consumers in a cross-buying perspective. Methodology: A structured questionnaire was administered to a sample of 598 retail customers. Data were processed through a standard Poisson regression model considering the number of extension categories bought. Findings: The findings shed light on PL shoppers’ socio-demographic characteristics and behaviour. Age and education were found to have an impact on the number of NTPSs purchased. Behavioural loyalty, value consciousness and perceived PL quality proved to be additional determinants of cross-buying by retail customers. Research limits: The analysis focuses on a North Italian context, while the consideration of different retailing systems, with different levels of evolution also in terms of the NTPS mix offered, could benefit our understanding of cross-buying patterns. Practical implications: The findings provide retailers and professionals with valuable insights for effective marketing strategies aimed at exploiting customer cross-buying potential. Originality of the paper: The study sheds light on the role of a number of predictors of cross-buying in the non-core offerings of grocery retailers. Addressing how cognitive, social and personal characteristics interact in the consumer decision-making process for NTPSs in cross-buying, the study makes a new effort to better develop a profile of the PLs consumers, thus contributing to the literature on PLs and suggesting some managerial implications for retailers and practitioners.