22
related
to
shopping orientation
are
not
necessarily included
in
the
above-mentioned
definitions. Some
of
the
authors
refer
to
concepts such
as
shopping attitudes
(Fuller
&
Blackwell,
1992),
shopping
behavior
(Bellenger&Korgaonkar, 1980),
and
shopping
motives (Stoltman et al, 1991).
Shopping orientation has
been
defined
as
a
shopping
lifestyle
and
is
used
to
predict
consumer behavior
(Valencia,
1982;
Ownbey,
1991).
Sproles
and
Kendall
(1986)
developed a
consumer
style
inventory
(CSI)
based
on
the
assumption
that
shopping
behavior
can
be
explained
by
eight
central
shopping
orientations that
influence
a
consumer’s
shopping
behavior:
perfectionist/high-quality conscious,
brand
conscious,
novelty/fashion conscious,
price/value
conscious,
recreational/hedonistic,
impulsive/careless, overwhelmed by
information, and
habitual or brand/store
loyal. Many
studies
have
investigated shopping
orientation and
resulting
shopping
types
across
different cultures (Moye and Kincade, 2002; Michon and Chebat, 2004).
2.4. Relationship between personal values and shopping orientation
The
overall
consensus
of
previous
research
is
that,
to
maximize
consumer
satisfaction
and
retail
sales,
retailers
need
to
understand
consumers’
psychographics
and
shopping
orientations
(Shim
&Bickle,
1994;
Shim
&Kotsiopulos,
1993).
This
view
is
in
accordance with Lumpkin
(1985) who stated that, for the study of shopping orientation to
be
beneficial
to
marketers
for
matching
strategies
to
consumer
needs,
it
is
necessary
to
link the various shopping orientations to marketplace behavior.
According to
Moschis
(1976),
lifestyles and shopping orientations are
good
predictors of
various aspects of
shopping behavior, such
as
store
loyalty and
preferences for
types of
retail
outlets.
Shopping
orientations
could
also
be
used
to
determine
choice
and
application of information by shoppers and to suggest viable promotional strategies. With
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