Shopping Behavior Survey Template

General questions about “how you shop” invite guesses and averages. Ask respondents to think about their most recent relevant purchase during a defined period. A concrete journey makes it easier to connect discovery, comparison channels, the final purchase or abandonment and the reason the path changed.

Retail journeys can cross physical and digital channels. Juaneda-Ayensa and colleagues write, “More and more channels are emerging, causing consumers to change their habits and shopping behavior.” Their study tested an omnichannel model with 628 Spanish Zara customers. Read the omnichannel study . Its findings make channel sequence worth asking about, but a fashion sample in one country cannot describe every shopper or prove what caused a purchase.

Ask respondents to recall one purchase journey within a period that fits the category. Every question is optional. Include people who considered but did not buy so the survey captures friction and abandonment instead of only successful transactions.

Name the product category and recall period in the introduction. Keep channel choices mutually understandable, add only channels customers can actually use and retain “another channel.” If repeat purchases are frequent, ask about the latest one; for infrequent purchases, use a longer period but expect weaker recall. Do not collect payment details, order numbers or account credentials.

Use this exact specification in SurveyLegend, then compare the created survey with the source before sharing it.

Create simple journey groups: discovery source, channels used, endpoint and main influence. Separate purchasers from non-purchasers before comparing friction. Multiple-choice channel counts show touchpoints mentioned, not a sequence unless you ask a follow-up. Self-reported answers can be affected by recall and should not be treated as verified clickstream or transaction data. Compare survey patterns with available operational evidence before changing a channel strategy.