Abstract
The home‐furnishings shopping patterns of rural Illinois consumers were com pared against a national profile. Findings indicated that the amount of compari son shopping done by this rural group was less than that of the population as a whole. The respondents also were not considering a wide range of purchase alternatives, with most items being acquired from local furniture stores. The de mographic variables were found to have no apparent influence on shopping patterns, and a majority of those surveyed were satisfied with locally available resources. The data suggest that the influence of constraints such as resource limitations, degree of mobility, and knowledge and information concerning al ternatives need to be examined further in relation to shopping patterns. Impli cations for retailers and other groups are discussed.
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