Consumer behaviour and the life-course: shopper reactions to self service grocery shops and supermarkets in England c.1947-1975

Abstract

The paper examines the development of self-service grocery shopping from a consumer perspective. Using qualitative data constructed through a nationwide biographical survey and oral histories, it is possible to go beyond contemporary market surveys which give insufficient attention to shopping as a socially and culturally embedded practice. The paper uses the conceptual framework of the life-course, to demonstrate how grocery shopping is a complex activity, in which the retail encounter is shaped by the specific interconnection of different retail formats with consumer characteristics and situational influences. Consumer reactions to retail modernization must be understood in relation to the development of consumer practices at points of transition and stability within the life-course. These practices are accessed by examining retrospective consumer narratives about food shopping.