Abstract
On the basis of a research conducted within a Tunisian context and through a large survey made up of 600 shoppers, this research aims to enhance the shopping orientation literature. The findings highlight two main points: (1) the predominance of utilitarian motivation at the expense of experiential ones and (2) the identification of a typology resetting on four shopping trips classes: the planned shopping trip, the recreational shopping trip, the lights fill-in shopping trip, and the ordinary fill-in shopping trip. Consequently and in the light of the shopping trip types and the socio-demographic shoppers factor, our research attempt to advance a Tunisian shoppers’ profile typology.
Highlights
Since the pioneer research of Stone’s (1954), an overview of the literature impels for revealing the importance of the shopping orientation from an academic and managerial perspective.too many scholars including Kahn & Schmittlein (1989, 1992), Kaltcheva & Weitz (2006), and Nordfalt (2009) have reported that the shopping trip influences the consumers’ in-store behaviour
As for the characteristics of shopping trips, we found that the number of frequent trips is less important
This research shows that, for the Tunisian shoppers, utilitarian motivations are still predominant in relation to experiential and hedonic motivations and suggests that utilitarian shopping is interesting to the most of the Tunisian shoppers
Summary
Since the pioneer research of Stone’s (1954), an overview of the literature impels for revealing the importance of the shopping orientation from an academic and managerial perspective.too many scholars including Kahn & Schmittlein (1989, 1992), Kaltcheva & Weitz (2006), and Nordfalt (2009) have reported that the shopping trip influences the consumers’ in-store behaviour. The shoppers, usually, tend to attend store in which they are more likely to meet their expectations Other works such as those advanced by Shim & Kotsiopulos (1992), Darden & Howell (1987), Gutman & Mills (1982), Bellenger & Korgaonkar (1980) and Darden (1980) have heralded that the shopping orientations is among the factors that affect the patronage behavior. Others scholars have put more emphasis on describing the shoppers’ profiles (Anic & Vouk, 2005; Boedeker, 1995; Carpenter & Moore, 2009; Darden & Reynolds, 1971; Geuens et al, 2001; Kuruvilla & Joshi, 2010; Lesser & Hughes, 1986)
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