Juliano Laran earned a PhD in marketing from the University of Florida in 2008. A professor and researcher who focuses on the psychology of marketing, Juliano Laran has researched how being busy can influence the way in which consumers shop.
Many consumers are starved for time. While this is not a new trend, it has increased steadily as the demands of work and family have grown over time. Being busy has a major effect on how people shop for everyday items, and marketing professionals have taken notice.
Consumers who do not have extra time for shopping tend to prioritize their shopping needs differently: Convenience becomes a major influence on their shopping behavior. Since online shopping is so convenient, busy consumers flock to these platforms. When people do get out to shop in stores, their trips usually are shorter and more frequent, and built around busy schedules.
Subscription services are also becoming important. Consumers pay once per month, quarter, or year to gain repeated access to a product or service. With automatic billing, consumers can “buy and forget,” saving themselves more time every month.
The way in which people eat is also affected by their free time, and more than half of the U.S. population now regularly purchases boxed or frozen meals. There has also been a shift toward organized meal plans and delivery services from local restaurants. Additionally, in the past few years, the meal kit market has exploded. With these kits, consumers can save time on food prep and still cook satisfying meals at home.
Many consumers are starved for time. While this is not a new trend, it has increased steadily as the demands of work and family have grown over time. Being busy has a major effect on how people shop for everyday items, and marketing professionals have taken notice.
Consumers who do not have extra time for shopping tend to prioritize their shopping needs differently: Convenience becomes a major influence on their shopping behavior. Since online shopping is so convenient, busy consumers flock to these platforms. When people do get out to shop in stores, their trips usually are shorter and more frequent, and built around busy schedules.
Subscription services are also becoming important. Consumers pay once per month, quarter, or year to gain repeated access to a product or service. With automatic billing, consumers can “buy and forget,” saving themselves more time every month.
The way in which people eat is also affected by their free time, and more than half of the U.S. population now regularly purchases boxed or frozen meals. There has also been a shift toward organized meal plans and delivery services from local restaurants. Additionally, in the past few years, the meal kit market has exploded. With these kits, consumers can save time on food prep and still cook satisfying meals at home.
