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psychological and social.
Tauber
(1972)
noted that consumers often shop out of personal
motives
(diversion
from
the
routine
of
daily
life,
self-satisfaction,
and
sensory
stimulation)
and
social
motives
(social
experience
outside
the
home,
peer
group
attraction, and pleasure of bargaining).
This
construct
is
important as
a
shopper
tends
to
shop
at
the
store
that
meet
his/her
perceived
expectations on
certain attributes
perceived
as
important
to
him or
her.
Stone
(1954)
classified shoppers
into
four
types:
the
economic shopper,
the
personalizing
shopper, the ethical shopper and the apathetic shopper.
According
to
him, economic shoppers are
those who express a sense of responsibility
for
their
household
purchasing
duties.
An
economic
shopper
will
shop
in
stores
based
on
their perception of price where they are likely to shop at stores that are perceived to offer
goods at cheaper prices than other stores (Osman, 1996).
A
shopper
who
does
not
like
shopping
tends
to
shop
in
stores
that
are
close
to
their
homes (Stone, 1954). Personalizing shoppers include those who prefer shopping at a store
“where they know
my
name’. Personal
attachments formed between
them
and
the
store
personnel
will
greatly
influence
their
patronage of
a
store.
Economic
factors
like
price,
quality and selection of merchandise are less important.
Ethical shoppers are
those who sacrifice
lower price or wider selection of merchandise
in
order to help their small neighborhood stores to survive against the big shopping mall.
Apathetic
shoppers
do
not
discriminate between kinds of
stores.
They
consider shopping
as a necessity and thus
the
main criteria used are
location convenience. The
most distinct
typologies that
appear
consistent
across
studies
are
economic,
social
and
apathetic
shoppers (Wesbrook and Black, 1985)
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