Consumer Behaviour and the Life Course: Shopper Reactions to Self-Service Grocery Shops and Supermarkets in England c. 1947–75

Abstract

We examine the development of self-service grocery shopping from a consumer perspective. Using qualitative data gathered through a nationwide biographical survey and oral histories, it was possible to go beyond contemporary market surveys which pay insufficient attention to shopping as a socially and culturally embedded practice. We use 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 and their geographies, alongside consumer characteristics and their 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.