Abstract
In‐home shopping has become an integral element in today's retailing structure. The purpose of this study was to provide a theoretically based investigation of in‐home shopping behaviour by focusing on the differences between urban and rural consumers regarding in‐home clothing purchases and identifying the patronage‐related factors. With separate samples of rural and urban consumers, a questionnaire assessed three general types of factors thought to affect in‐home shopping (personal characteristics, perceptions of shopping options and situational constraints). Descriptive profiles first identified the differences between urban vs rural respondents on their catalogue usage and cable shopping frequency. A multivariate test (discriminant analysis) assessed whether differences exist between the rural and urban sub samples on the basic factors affecting in‐home shopping. Findings demonstrated that these two groups differ not only in their frequency of in‐home shopping, but also in each of the three basic factors influencing this form of patronage. Implications for retailers and further research are provided.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
