Shopper Segments Research Articles

Determining hedonistic mall shoppers: a segmentation approach

The main purpose of the study is to investigate hedonic shopping motivations in Lebanon, which is one of the Middle Eastern countries, and to cluster them based on those shopping motivations. The study also explores the characteristics of the customers in each segment. The data were collected from main shopping malls in Beirut in September 2017. Respondents were chosen by employing convenience sampling due to time and budget constraints in the study. Out of 550 people approached, only 450 surveys were collected. Factor analysis with varimax rotation was applied to hedonic shopping motivations. Based on factor analysis results, the hedonic shopping motivations were grouped under five headings: adventure and gratification shopping, idea shopping, value shopping, role shopping, and social shopping. Two-step cluster analyses is applied after factor analysis and identified four mall shopper segments, specifically, role, recreational, social and apathetic shoppers. Each segment was profiled in terms of hedonic shopping motives, mall attributes, shopping outcomes, visiting patterns, and demographics.

Determining hedonistic mall shoppers: a segmentation approach

The main purpose of the study is to investigate hedonic shopping motivations in Lebanon, which is one of the Middle Eastern countries, and to cluster them based on those shopping motivations. The study also explores the characteristics of the customers in each segment. The data were collected from main shopping malls in Beirut in September 2017. Respondents were chosen by employing convenience sampling due to time and budget constraints in the study. Out of 550 people approached, only 450 surveys were collected. Factor analysis with varimax rotation was applied to hedonic shopping motivations. Based on factor analysis results, the hedonic shopping motivations were grouped under five headings: adventure and gratification shopping, idea shopping, value shopping, role shopping, and social shopping. Two-step cluster analyses is applied after factor analysis and identified four mall shopper segments, specifically, role, recreational, social and apathetic shoppers. Each segment was profiled in terms of hedonic shopping motives, mall attributes, shopping outcomes, visiting patterns, and demographics.

Segmentation of Indian shoppers in the context of organic foods

PurposeThe purpose of the paper is to segment and profile the Indian shoppers in the context of organic foods in India. It proposes to use a healthy lifestyle (HL) as a segmenting variable and to use a factor-cluster analysis approach to achieve the same. The current study is expected to add a substantial base to the segmentation literature in marketing.Design/methodology/approachFood stores in Indian metropolitan city Chennai are sampled, and data is collected in the form of a mall intercept survey method. In total, 441 usable structured questionnaires are filled by the respondents which are subjected to suitable statistical analysis.FindingsThree significantly different consumer segments emerged from the given sample of respondents, which shows uniqueness concerning consumer’s, HL features, demographics and the variables of the theory of planned behavior (TPB).Research limitations/implicationsClustering method used to segment the potential shoppers of organic foods is an exploratory technique only. It cannot be treated or generalized to the population like those of inferential techniques. The researcher suggested testing the same with a larger sample size and in a different context. It is limited to urban and suburban facets of the metropolitan city in India.Originality/valueThe study will be helpful to marketers and decision makers to target the potential organic foods consumers.

Lifestyle segmentation of Czech food shoppers

Market segmentation is useful in developing the profiles of consumer segments in order to better understand their behavior. The most commonly-used approaches are applied — a food-related lifestyle FRL and the theory of planned behavior. Data from a 2015 nationwide Czech food con­sumer survey n = 331 of young students were used in a factor analysis to identify sustainability-oriented variables, health-oriented variables as well as social and ethics-oriented variables. These factor scores were used to identify student segments; this was done by means of multilevel latent class cluster analyses. Developing students segments and finding the differences was based on the FRL concept. It can be pointed out that segmentation based on FRL gives good results when dividing consumers into groups, but this has only been verified among young people.

Profiling Shopping Mall Costumer Based on Demographics and Shopping Motivation

Nowadays malls play a major role in consumer’s lifestyle. This research aims to (1) Identify the segments from shopping mall customer (2) Describe the profiles of shopping mall segments formed (3) Explain the differences each characteristics between segments are formed. This research is using confirmatory factor analysis and cluster analysis. This study revealed six factor shopping motivation such that gratification seeking, social shopping, value shopping, brand loyalty, utilitarian, and hedonic shopping. The result suggests that there istwo shopper segment, hedonic shopper and utilitarian shopper. Each segment was profiled in terms of shopping motivation and demographics.

The role of culture and purchasing power parity in shaping mall-shoppers’ profiles

Global mall managers and retailers need to recognize and address variations among groups of shoppers, particularly how they vary between countries, to optimize their global operations. Despite many international mall-shopper studies, only few have compared countries using uniform constructs and descriptors. The present study sought to compare shopper segments from four countries––England, France, Ghana, and Morocco––to examine the impact of national culture (reflected through Hofstede's individualism/collectivism, uncertainty avoidance, long-/short-term orientation, and indulgence/restraint) and economic capacity (purchasing power parity) on shopper behavior. Findings suggest that culture shapes the nature of shoppers' profiles. However, purchase behavior and spending rates impacted more by culture in rich countries and more by the economic situation in poor countries. The implication is that international retailers and mall managers should consider national culture as well as economic factors in their global operations.

Grocery Shopping Channels: Segmentation by Gender and Age Group

Grocery shopping via online and multi-channel (using both physical stores and online) has been increasing. Although physical stores still serve a dominant format for grocery shopping, the research examining consumption patterns across grocery channels fails to show this wave of increasing online or multi-channel grocery shopping. Using a secondary data set of 7212 grocery shoppers, we used corresponding analysis to identify grocery shopper segments based on gender and age group that were associated with specific channels (physical store, online, and multi-channel), and GLM to examine consumption patterns across the segments. We offer both theoretical and practical implications for grocery marketers.

What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations

With the increasing digitalization of traditional retailing, omnichannel retailing has become a growing global phenomenon. The result is the emergence of a new type of shopper who expects a seamless shopping experience across digital and physical channels. As a hybrid between offline and online, the retail innovation curated retailing combines the advantages of these channels, particularly in the fashion and apparel industry. In curated fashion retailing, stylists assist consumers in their online shopping by providing product recommendations tailor-made to their personal preferences. Because consumer demands differ and most curated retailers still struggle with commercial and market performance, a thorough understanding of these shopper segments is vital for retailers. Therefore, this research develops a typology based on shopping motivations for adopting curated retailing in fashion and apparel. Applying cluster analysis to survey data from a main sample of 388 German consumers, four segments are identified: store-oriented online customizers, fashion-conscious changers, choice support seekers and independent apathetics. Using chi-square analysis and analysis of variance, the segments are profiled in terms of their demographic characteristics and actual purchase data. A validation sample consisting of 218 consumers in four European countries provides evidence for the predictive power of the study's results. This study extends the shopping motivation literature to the context of curated retailing and enhances knowledge about online shopper typologies in consulting-intensive retail sectors. The paper concludes with managerial recommendations.

Shopper Deal Seeking Across Channels: An Updated View

Today’s shoppers have a wide-range of shopping outlets available, including in-store, online, and mobile channels and the availability of deals and discounts across these channels is changing rapidly. Traditional research in consumer deal seeking focuses mostly on in-store deal behaviors. However, the retail landscape and buyer search methods have changed dramatically. In this article, an updated deal-seeking propensity (DSP) scale is developed and four dimensions of deal-seeking propensity are identified. This DSP scale is used to segment shoppers based on their deal-seeking behaviors, with four distinct segments of shoppers identified. The theoretical and managerial contributions of these findings are discussed.

Segmenting elder German grocery shoppers based on shopping motivations

PurposeElder German grocery shoppers are a growing, heterogeneous, and highly relevant and attractive, but under-researched market segment. In order to understand them and their grocery shopping motivations better and target them efficiently and effectively, the purpose of this paper is to identify dimensions of their shopping motivations and segment them based on these dimensions.Design/methodology/approachIn total, 26 grocery store-choice criteria were identified in a thorough literature review and focus-group interviews with 36 elder German consumers aged 65 and older. In a subsequent survey, the importance of these criteria was rated by 1,288 German shoppers of the same age group. A principal component and cluster analysis were performed to identify dimensions of store-choice criteria and segments of elder German grocery shoppers. Multivariate analysis of variance, analysis of variance and discriminant analysis were used to test for statistically significant differences between the clusters.FindingsBasic quality considerations, shopping experience and social interaction, service and assistance, price consciousness, product orientation, convenient location and quick service and packaging requirements influence the grocery store choice of elder German consumers in decreasing order of variance explained. The cluster analysis revealed indifferent, leisure, convenience, assistance-oriented, no frills, product-oriented and service-oriented elder German shoppers, which differ in their shopping motivations statistically and significantly. These clusters are described and contrasted in detail to derive managerial implications.Originality/valueThis research provides the first store-choice component analysis and cluster analysis for elder German grocery shoppers. This can help food retail to reach this attractive target group more efficiently and effectively and improve the food supply of elder German consumers.

Shopping Motives, Mall Attractiveness, and Visiting Patterns in Shopping Malls in the Middle East: A Segmentation Approach

Middle Eastern consumers change their shopping behaviors in line with developments in global markets. Large-scale Western-style malls with various well-known stores, shops, and cafes and restaurants have become shopping and attraction spaces. The purpose of the study is to segment Lebanese customers based on mall shopping motives. The data in the study were collected through a structured questionnaire distributed in the main shopping malls of the Lebanese capital, Beirut. A total of 300 mall customers were interviewed at mall exits. Respondents were intercepted by employing simple random sampling. The data were analyzed using exploratory factor and cluster analyses. This study revealed three main shopping motives: hedonic, efficiency, and accomplishment. It also identified three mall shopper segments: hedonists, achievers, and efficient shoppers. Each segment was also profiled in terms of mall attributes, visiting patterns, and demographics. The study clearly indicated significant differences among those segments. The study findings further indicated that the characteristics of different mall customer segments in Lebanon are in line with the studies conducted in other countries, although there are significant differences among the clusters. Identifying mall shopping motives and segmenting customers on those motives enables mall managers to develop appropriate retailing strategies to satisfy each segment. 
 
 Keywords: Mall shopping motivations, Shopping outcomes, Mall visiting patterns, Cluster analysis, Lebanon. 
 
 To cite this document: 
 Mehmet Haluk Koksal, " Shopping Motives, Mall Attractiveness, and Visiting Patterns in Shopping Malls in the Middle East: A Segmentation Approach", International Journal of Electronic Commerce Studies, Vol.15, No.1, pp.1-23, 2019.
 
 Permanent link to this document:
 https://doi.org/10.7903/cmr.18625

Segmenting Indian shoppers on mall attractiveness factors

In the last decade, the retail sector in India has transformed from small shops to modern shopping formats. Shopping malls have mushroomed across the country, especially, in metro cities. The existence of many malls has not only increased competition, but also has confused shoppers regarding the distinctiveness of one shopping mall from another. Therefore, it is highly imperative for mall managers to ascertain features that would differentiate their malls from their competitors'. The objective of this paper is to identify the various shopper segments and profile them on the bases of their orientation towards various factors associated with malls. The study adopted hierarchical and K-means clustering techniques. The findings advocated that there exist distinctive shopper segments based on various antecedent factors influencing mall selection. Three cluster groups - hygienic, extended and prudent, exhibited noteworthy differences. The findings of this study shall facilitate retailers in preparing differentiation strategies in order to cater to the target segment.

Evolving segments of online clothing buyers: an emerging market study

PurposeWhile marketers want to drive higher repurchases for better business sustainability, repeat shopping experiences may change customer perceptions of the online channel, resulting in the emergence of new segment typologies. Therefore, the purpose of this paper is to explore the segmentation of online clothing shoppers using a repeat online clothing shopper base. Further, it analyses segment positions in a perceptual space to derive relevant positioning insights for the various segments.Design/methodology/approachSegmentation is done using dual bases of e-lifestyle and website quality factors for which the scales are derived from literature and then adapted and validated using a two-phase process across two samples of 271 and 644 experienced shoppers, respectively, in India. Positions of the segments are explored using the discriminant analysis-based perceptual mapping technique.FindingsThree segments are found, namely disengaged averse online shoppers, interactive convenience seekers and adept online shopping optimists with the latter two having a higher propensity to purchase clothes online. Perceptual mapping of the segment positions reveals dimensions, which can be used for appropriate positioning.Research limitations/implicationsThe research methodology may be replicated for other products and country contexts, and additional factors may be explored for further insights.Practical implicationsThe study reveals insights on the evolving nature of segments as shoppers gain experience of online shopping for clothes and highlights the varied reasons for the growing acceptability of the online channel. The findings reveal key targeting and positioning strategies for e-marketers.Originality/valueThis is one of the first studies of its kind in India, which explores the segmentation of repeat online clothing shoppers in India using dual bases. Another distinctive feature of the study is its use of the perceptual mapping technique to draw inferences about factors that differentiate multi-segment buying behavior.

Store Brand Purchase in the Italian Market

The paper analyzes the degree of importance of Store Brand purchase determinants for the consumer. In particular, the research focuses on two specific shopper segments (hypermarket shopper and supermarket shopper) in order to evaluate the existence of any significant differences between their product evaluations. Telephone interviews, based on a structured questionnaire, were conducted with a sample of consumers responsible for family purchases and buyers of Store Brand products. For the majority of the purchasing determinants investigated, the results show a significant difference in opinion between those buying Store Brand products in hypermarkets and those in supermarkets. The difference found between shopper profiles has significant managerial implications that could be useful for determining Store Brand management policies. This paper also contributes to the academic debate on the role of Store Brand in the retail market.

Who searches where? A new car buyer study

In this research, we address an important gap in the literature as to the search behavior of new car buyers. While the effect of the Internet on this process is known, the literature still lacks a comprehensive study which (1) concurrently covers time periods before and after the launch of the Internet, and (2) compares trends of consumer search across those combined years. Our unique survey dataset, which spans 22 years and includes consumer search information for new cars from both the pre- and post-Internet eras, enables us to investigate this important gap. Using a latent class model, we classify respondents according to variables that measure consumer search for new automobiles. We unveil changes in characteristics of the six latent segments of car shoppers. Our main findings show that, over the years since the advent of the Internet, the segment of car buyers who mainly search through car dealers/stores has been shrinking drastically. We also find evidence that, over time, the heavy Internet user segment has become less likely to have decided on the manufacturer/dealer prior to searching. Our findings benefit researchers, practitioners, car manufacturers, dealers, and buyers.

Heterogeneity in consumers’ mobile shopping acceptance: A finite mixture partial least squares modelling approach for exploring and characterising different shopper segments

This study investigates the phenomenon of mobile shopping (m-shopping), which, despite its growth in practice, is still underdeveloped as a field of research regarding the segmentation approach. The aims of this study are therefore twofold: (1) to propose an extended version of the technology acceptance model (TAM) to reflect a multidimensional framework of m-shopping acceptance, in which data heterogeneity regarding consumers’ acceptance is expected; and (2) to apply an advanced segmentation approach for revealing different mobile shopper (m-shopper) types to highlight precise marketing activities and measures. For that purpose, the relationship between attitude, intention, and behaviour is elaborated with additional constructs (e.g. perceived enjoyment, vendor trust, social influences, and satisfaction) and analysed with a representative sample of 734 German m-shoppers. The study results not only confirm the relevance of all factors on an aggregate data basis, thus supporting the proposed multidimensional framework of acceptance, but they also indicate some (unobserved) heterogeneity in the path model structure using the finite mixtures partial least squares (FIMIX-PLS) technique. This finally reveals three important m-shopper segments: ‘motivated m-shoppers’, ‘thoughtful utilitarian-oriented m-shoppers’, and ‘satisfied convenience-conscious m-shoppers’. Managerial implications are illustrated and provided with respect to these segments with the use of a complementary importance-performance matrix analysis (IMPA). Since focused research on m-shopper types is still limited, this study provides new insights into the acceptance and profile of m-shoppers.

Retail market segmentation: the use of consumer decision-making styles, overall satisfaction and demographics

The objective of the current study was to determine segments of younger and older retail shoppers on the basis of the use of decision-making styles, overall satisfaction and demographic factors. To collect data for this study a structured questionnaire was administered to a sample of 894 urban shoppers residing in two cities in Botswana whose ages were between 18 and 64 years. The shoppers were intercepted in the shopping malls. The unique aspects of this study include the analysis of age differences in the factor structure of consumer decision-making styles as well as the investigation of hybrid segments of the general shopping public using consumer decision-making styles in conjunction with overall satisfaction and demographic factors. Eight decision-making styles emerged for both younger and older shoppers. However, only three styles being Time energy conserving, Perfectionism, and Habitual buying emerged in both age groups. The key findings also reflected that both younger and older shoppers were represented in three segments which were labelled as: uninhibited, functional and laid-back shoppers. Younger shoppers were also classified as recreational quality seekers whilst older shoppers were labelled as novelty–quality seekers. The use of decision-making styles varied significantly across the four segments in each age group. Further differences were observed based on overall satisfaction, education, marital status and income subject to the age group. These results represent a solid attempt to extend knowledge of shopping behaviour in a modern retail sector within a developing country, which is essential for retail mix development and positioning strategies.

Customer segmentation based on store equity: What explains customer store preference?

Extant literature on brand equity in the context of the retail store is limited. This paper responds to calls for more research in this area by examining, though a quantitative design, shoppers’ perceptions of store equity, loyalty and satisfaction. Responses from 300 Spanish shoppers, in three retail contexts, were captured. Findings of CHAID analysis identify three distinct segments of shoppers. This research contributes to identifying perceived value and store image as the most relevant factors for differentiating retail customers in terms of their store equity perceptions. For theorists, this study presents a better explanation of store choice by segmenting shoppers based on perceived store equity. Management implications include the need to develop economic, functional, emotional and symbolic value propositions in view of the influence of perceived value and image on store equity creation and, ultimately, satisfaction and loyalty.

Behavioral and lifestyle influences on reported calorie intake: a latent class model

PurposeThe purpose of this paper is to study the behavioral and lifestyle influences on reported calorie intake. Marketing segmentation techniques applied to self-reported food consumption can offer benefits to both health policy and marketing research.Design/methodology/approachThe two-stage modeling process in this research determines important behavioral, lifestyle and sociodemographic influences on reported calorie intake. Significant predictors are then included in latent class models, which are used to derive and describe five consumer segments.FindingsThese segments differ with respect to their food-related activities, such as dieting, grocery shopping and preparing food at home. The segments also differ with respect to lifestyle characteristics, such as household size, employment status and income. Data obtained from a multi-period probability sample help generalize the results to the US population.Originality/valueThe models developed in this paper can inform health policymakers by explaining reported calorie intake patterns more thoroughly than demographics alone, aiding their ability to create more targeted interventions. This approach also allows food marketers to clarify consumer insights that can be used for targeting particular food shopper segments.

The effect of emotions on purchase behaviour towards novel foods. An application of Means–End chain methodology

ABSTRACTThis study performs an a priori segmentation of shoppers based on their emotions with respect to two novel food items, one functional the other conventional. Both food types appear to evoke positive emotions in a majority segment of consumers and negative emotions in a minority segment. An analysis of the purchase decision structures of these segments using means–end chain methodology reveals the importance of hedonistic and nutritional qualities in food consumption decisions. In addition, brand emerges as a key factor in the purchase choices of satisfied consumers while quality search and control are key issues for concerned shoppers.