Abstract
What type of consumer foregoes the convenience of hometown shopping and travels to out-of-town markets to purchase goods? This question continues to be the subject of much interest to marketers. The research reported in this article replicates and extends the growing body of intermarket patronage literature. Specifically, this article analyzes the demographic and psychographic profiles of inshoppers, occasional outshoppers, and frquent outshoppers. In addition, the importance of eight shopping area attributes are compared across the three intermarket patronage segments.
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