Abstract
Understanding of catalog patronage behavior has progressed substantially in the past ten years. Two avenues of inquiry, however, have been largely overlooked. Psychographic characteristics have been neglected in favor of demographic descriptors. Further, most of the research has examined the U.S. consumer while little attention has been paid to catalog shoppers in other parts of the world. This study uses a psychographic scale to examine the shopping orientations of French shoppers. Particular attention is paid to catalog shopping orientations. Analysis reveals two primary shopping orientations that are related to catalog shopping: a convenience as well as a recreational orientation. Contrary to much of the extant research, the study shows that the primary catalog patron is recreationally oriented. The findings indicate the the shopping orientations of the two catalog segments differ substanitally and suggest that catalog tactics which target individuals associated with each of the segments must also differ.
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