Courtesy : School of Hospitality and Catering Case Study
Shopper profiles
Two different strands of research have investigated shopper behaviour. One is primarily concerned with shopper motivations. The other stream of research seeks to segment shoppers according to common, shared characteristics. To some extent, these streams of research are inter-related, but each stream offers different types of insights into shopper behaviour. # ISO certification in India
People who shop for pleasure are known as recreational shoppers. The recreational shopper has its origins in the grand European shopping arcades. Pictured: The gentry in a Dutch lace shop in the 17th century # ISO certification in India
Babin et al. carried out some of the earliest investigations into shopper motivations and identified two broad motives: utilitarian and hedonic. Utilitarian motivations are task-related and rational. For the shopper with utilitarian motives, purchasing is a work-related task that is to be accomplished in the most efficient and expedient manner. On the other hand, hedonic motives refer to pleasure. The shopper with hedonic motivations views shopping as a form of escapism where they are free to indulge fantasy and freedom. Hedonic shoppers are more involved in the shopping experience. # ISO certification in India
Many different shopper profiles can be identified. Retailers develop customized segmentation analyses for each unique outlet. However, it is possible to identify a number of broad shopper profiles. One of the most well-known and widely cited shopper typologies is that developed by Sproles and Kendal in the mid-1980s.Sproles and Kendall’s consumer typology has been shown to be relatively consistent across time and across cultures Their typology is based on the consumer’s approach to making purchase decisions.
- Quality conscious/Perfectionist: Quality-consciousness is characterised by a consumer’s search for the very best quality in products; quality conscious consumers tend to shop systematically making more comparisons and shopping around.
- Brand-conscious: Brand-consciousness is characterised by a tendency to buy expensive, well-known brands or designer labels. Those who score high on brand-consciousness tend to believe that the higher prices are an indicator of quality and exhibit a preference for department stores or top-tier retail outlets.
- Recreation-conscious/Hedonistic: Recreational shopping is characterised by the consumer’s engagement in the purchase process. Those who score high on recreation-consciousness regard shopping itself as a form of enjoyment.
- Price-conscious: A consumer who exhibits price-and-value consciousness. Price-conscious shoppers carefully shop around seeking lower prices, sales or discounts and are motivated by obtaining the best value for money
- Novelty/fashion-conscious: characterised by a consumer’s tendency to seek out new products or new experiences for the sake of excitement; who gain excitement from seeking new things; they like to keep up-to-date with fashions and trends, variety-seeking is associated with this dimension.
- Impulsive: Impulsive consumers are somewhat careless in making purchase decisions, buy on the spur of the moment and are not overly concerned with expenditure levels or obtaining value. Those who score high on impulsive dimensions tend not to be engaged with the object at either a cognitive or emotional level.
- Confused (by overchoice): characterised by a consumer’s confusion caused by too many product choices, too many stores or an overload of product information; tend to experience information overload.
- Habitual/brand loyal: characterised by a consumer’s tendency to follow a routine purchase pattern on each purchase occasion; consumers have favourite brands or stores and have formed habits in choosing; the purchase decision does not involve much evaluation or shopping around.
Some researchers have adapted Sproles and Kendall’s methodology for use in specific countries or cultural groups.[68] Consumer decision styles are important for retailers and marketers because they describe behaviours that are relatively stable over time and for this reason, they are useful for market segmentation. # ISO certification in India
