Abstract:
This article aims to investigate the effect of individual differences of consumers (age and gender) on their path models adopted in the case of the mass market. The results of a study that has been conducted in Carrefour supermarket show that we can characterize four different path models by referring to individual differences (age and gender) of consumers. The inclusions of some contextual variables (crowding, time pressure and frequency of visit) allow us to expand our study by several research propositions.
