A typology of Indian hypermarket shoppers based on shopping motivation

Purpose – Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers. Design/methodology/approach – The study involved a survey of 201 actual shoppers in a hypermarket and that of 117 actual shoppers in 20 traditional stores. Principal components analysis of the motives for shopping at hypermarket and traditional store identified the respective dimensions of shopping motivation. Cluster analysis of the factor scores obtained on shopping motivation at hypermarket revealed the typology of hypermarket shoppers. Chi-square test and MANOVA were used to profile the identified segments of hypermarket shoppers on demographic characteristics and shopping outcomes respectively. Findings – Results re...

[1]  G. P. Stone,et al.  City Shoppers and Urban Identification: Observations on the Social Psychology of City Life , 1954, American Journal of Sociology.

[2]  E. Tauber.  Why Do People Shop , 1972 .

[3]  C. Weinberg,et al.  Product perishability and multistore grocery shopping , 2000 .

[4]  K. Reynolds,et al.  Hedonic shopping motivations , 2003 .

[5]  R. Sitgreaves.  Psychometric theory (2nd ed.). , 1979 .

[6]  Elena Millan,et al.  Shopping for pleasure? Shopping experiences of Hungarian consumers , 2007 .

[7]  Hedonic and utilitarian shopping motivations among Portuguese young adult consumers , 2010 .

[8]  Kenneth C. Gehrt,et al.  Emergence of Online Shopping in India: Shopping Orientation Segments, International , 2012 .

[9]  Jaishankar Ganesh,et al.  Traditional malls vs. factory outlets: comparing shopper typologies and implications for retail strategy , 2002 .

[10]  William R. Darden,et al.  Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value , 1994 .

[11]  C. J. Prasad,et al.  Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India , 2011 .

[12]  Mohammed Ismail El-Adly.  Shopping malls attractiveness: a segmentation approach , 2007 .

[13]  Dwarika Prasad Uniyal,et al.  Using observational research for behavioural segmentation of shoppers , 2005 .

[14]  R. Dholakia.  Going shopping: key determinants of shopping behaviors and motivations , 1999 .

[15]  Glenn B. Voss,et al.  The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions , 2002 .

[16]  Mika Boedeker,et al.  New‐type and traditional shoppers: a comparison of two major consumer groups , 1995 .

[17]  F. Davies,et al.  Profiling consumers: A study of Qatari consumers’ shopping motivations , 2006 .

[18]  Jaishankar Ganesh,et al.  Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach , 2007 .

[19]  P. Sinha.  Shopping Orientation in the Evolving Indian Market , 2003 .

[20]  William B. Dodds,et al.  Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations , 1991 .

[21]  B. Jin,et al.  A typology of Korean discount shoppers: shopping motives, store attributes, and outcomes , 2003 .