In this chapter, we will explore a number of different facets of shopping using survey data for the most recent shopping trip.[1] This will be a largely quantitative investigation, but we make use of our study of cultural occasions to inform the analysis and identify relevant comparisons. Understanding shopping trips within culturally defined occasions allows us to think of them in more holistic terms, which take us beyond a study of shopper "need states" or trip "drivers." In what follows, we classify the most recent shopping trip according to the relevant cultural occasions by drawing on data reported by shoppers to characterize their most recent trip (see Appendix I for further details). These are necessarily only approximations, but even the admittedly rough classification of the most recent trip data using this framework demonstrates its utility. [2] In some cases, the results for OTC shopping differ from those for food and beverage shopping, and separate charts are shown in these instances. For the most part, however, shopping behavior does not vary significantly by product category.

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