Skip to main content
SpringerLink
Log in

Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

The continuous interaction between retailers and their consumers has fascinated researchers for more than 50 years and has spurred the development of many measurement instruments. While a number of shopper typologies have been proposed, these studies have tended to employ dissimilar measures, samples and retail formats. As a result, the comparability and generalizability of findings are problematic. Using a multi-method, multi-format approach, this study replicates and extends past research findings to provide a comparable and generalizable typology of shoppers. Based on responses from nearly three thousand shoppers, the current study identifies the existence of five shopper sub-groups across multiple retail formats.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Balazs, A. L., & Zinkhan, G. M. (2003). The future retail-scape: How environmental forces will shape shopping over time. Journal of Shopping Center Research, 10(2), 95–121.

    Google Scholar 

  • Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74, 169–192. (Summer).

    Article  Google Scholar 

  • Bellenger, N. D., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56, 77–91. (Fall).

    Google Scholar 

  • Bellenger, N. D., Robertson, D. H., & Greenberg, B. A. (1977). Shopping center patronage motives. Journal of Retailing, 53(2), 29–38.

    Google Scholar 

  • Bloch, H. P., Ridgway, N. M., & Dawson, S. A. (1994). The shopping mall as consumer habitat. Journal of Retailing, 70(1), 23–42.

    Article  Google Scholar 

  • Crask, M. R., & Reynolds, F. D. (1978). An in-depth profile of the department store shopper. Journal of Retailing, 54(2), 23–32.

    Google Scholar 

  • Darden, W. R., & Reynolds, F. D. (1971). Shopping orientations and product usage roles. Journal of Marketing Research, 8(4), 505–508.

    Article  Google Scholar 

  • Dawson, S., Bloch, P. H., & Ridgway, N. M. (1990). Shopping motives, emotional states and retail outcomes. Journal of Retailing, 66(4), 408–427.

    Google Scholar 

  • Dreesmann, A. C. R. (1968). Patterns of evolution in retailing. Journal of Retailing, 44, 64–81. (Spring).

    Google Scholar 

  • Evans, K. R., Christiansen, T., & Gill, J. D. (1996). The impact of social influences and role expectations on shopping center patronage intentions. Journal of the Academy of Marketing Science, 24, 208–218. (Summer).

    Article  Google Scholar 

  • Hair, J. F. Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis. 5th edition. Upper Saddle River, NJ: Prentice Hall.

    Google Scholar 

  • Haytko, D. L., & Baker, J. (2004). It’s all at the mall: Exploring adolescent girls’ experiences. Journal of Retailing, 80(1), 67–83.

    Article  Google Scholar 

  • Hollander, S. C. (1960). The wheel of retailing. Journal of Marketing, 24, 37–42.

    Article  Google Scholar 

  • Hollander, S. C. (1966). Notes on the retail accordion. Journal of Retailing, 42(54), 29–40, (Summer).

    Google Scholar 

  • Hubbard, R., & Armstrong, J. S. (1994). Replications and extensions in marketing: Rarely published but quite contrary. International Journal of Research in Marketing, 11(3), 233–249.

    Article  Google Scholar 

  • Jarobe, G. R., & McDaniel, C. C. (1987). A profile of browsers in regional shopping malls. Journal of the Academy of Marketing Science, 15(1), 46–53.

    Article  Google Scholar 

  • Karande, K., & Ganesh, J. (2000). Who shops at factory outlets and why?: An exploratory study. Journal of Marketing Theory and Practice, 8(4), 29–43.

    Google Scholar 

  • Korgaonkar, P., Lund, D., & Price, B. (1985). A structural equations approach toward examination of store attitude and store patronage behavior. Journal of Retailing, 61(2), 39–60.

    Google Scholar 

  • LaBay, D. G., & Comm, C. L., (1991). An exploratory investigation of the factory outlet shopper in the northeastern United States. Journal of Business and Economic Studies, 12, 25–37. (Fall/Winter).

    Google Scholar 

  • Lesser, J. A., & Hughes, M. A. (1986). The generalizability of psychographic market segments across geographic locations. Journal of Marketing, 50, 18–27.

    Article  Google Scholar 

  • Levy, M., Grewal, D., Peterson, R. A., & Connolly, B. (2005). The concept of the ‘Big Middle.’ Journal of Retailing, 81(2), 83–88.

    Article  Google Scholar 

  • Levy, M., & Weitz, B. A. (2004). Retailing management. 5th edition. New York: Irwin/McGraw-Hill.

    Google Scholar 

  • Lord, J. D. (1986). Cross-shopping flows among Atlanta’s regional shopping centres. International Journal of Retailing, 1(1), 33–55.

    Google Scholar 

  • Maronick, T. J., & Walker, B. J. (1974). The dialectic evolution of retailing. In B. Greenberg (Ed.), Proceedings of the Southern Marketing Association (p. 147). Atlanta: Georgia State University.

    Google Scholar 

  • McNair, M. P. (1958). Significant trends and developments in the postwar period. In A. B. Smith (Ed.), Competitive distribution in a free high-level economy and its implications for the university. Pittsburgh, PA: University of Pittsburgh Press.

    Google Scholar 

  • Morgenson, G. (1992). Here come the cross-shoppers. Forbes, 7, 90–93.

    Google Scholar 

  • Moschis, G. P. (1976). Shopping orientations and consumer uses of information. Journal of Retailing, 52, 61–70. (Summer).

    Google Scholar 

  • Pan, Y., & Zinkhan, G. M. (2005). Two models of online patronage: Why do consumers shop on the internet? In E. Y. Gao (Ed.), Web systems design and online consumer behavior (pp. 43–68). New York: Idea Group.

    Google Scholar 

  • Popkowski, L., Peter T. L., Sinha, A., & Sahgal, A. (2004). The effect of multi-purpose shopping on pricing location strategy for grocery stores. Journal of Retailing, 80(2), 85–99.

    Article  Google Scholar 

  • Popkowski, L., & Timmermans, H. J. P. (2001). Experimental choice analysis of shopping strategies. Journal of Retailing, 77(4), 493–509.

    Article  Google Scholar 

  • Reynolds, K. E., Ganesh, J., & Luckett, M. (2002). Traditional malls versus factory outlets: A comparison of shopper typologies. Journal of Business Research, 55(9), 687–696.

    Article  Google Scholar 

  • Riecken, G., & Yavas, U. (1988). A taxonomy of outbuyers: A new perspective. International Journal of Retailing, 3(1), 5–15.

    Google Scholar 

  • Roy, A. (1994). Correlates of mall visit frequency. Journal of Retailing, 70(2), 139–161.

    Article  Google Scholar 

  • Salma, M. E,. & Tashchian, A (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49, 72–82. (Winter).

    Article  Google Scholar 

  • Sharma, S. (1996). Applied multivariate techniques. New York, NY: Wiley.

    Google Scholar 

  • Shim, S., & Eastlick, M. A. (1998). The hierarchical influence of personal values on mall shopping attitude and behavior. Journal of Retailing, 74(1), 139–160.

    Article  Google Scholar 

  • Shim, S., & Gehrt, K. C. (1996). Hispanic and native American adolescents: An exploratory study of their approach to shopping. Journal of Retailing, 72(3), 307–324.

    Article  Google Scholar 

  • Stone, P. G. (1954). City shoppers and urban identification: Observation on the social psychology of city life. American Journal of Sociology, 60, 36–45.

    Article  Google Scholar 

  • Sudman, S. (1980). Improving the quality of shopping center sampling. Journal of Marketing Research, 17(4), 423–432.

    Article  Google Scholar 

  • Tauber, E. M. (1972). Marketing notes and communications: Why do people shop? Journal of Marketing, 36, 46–59.

    Article  Google Scholar 

  • Traylor, M. B., & Joseph, W. B. (1984). Measuring consumer involvement with products: Developing a general scale. Psychology and Marketing, 1, 65–77. (Summer).

    Article  Google Scholar 

  • Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: Determinants and effects on shopping response. Journal of Retailing, 74(4), 515–539.

    Article  Google Scholar 

  • Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing, 61, 78–103. (Spring).

    Google Scholar 

  • Williams, R. H., Painter, J. J., & Nichols, H. R. (1978). A policy-oriented typology of grocery shoppers. Journal of Retailing, 54, 27–43. (Spring).

    Google Scholar 

  • Zinkhan, G., Fontenelle, S. M. de, & Balazs, A. L. (1999). The structure of Sao Paulo street markets: Evolving patterns of retail institutions. Journal of Consumer Affairs, 33(1), 3–26.

    Article  Google Scholar 

Download references

Acknowledgement

The authors thank Dr. Ronald Michaels and the Department of Marketing at UCF for their research support, and Adelaide Paul and Patricia Hastings for their assistance in manuscript preparation, and Bill Black, Raj Echambadi, Ronald Michaels, and Chris White for their insightful comments and suggestions.

Author information

Authors and Affiliations

  1. Department of Marketing, College of Business Administration, University of Central Florida, 4000 Central Florida Blvd., Orlando, FL, 32816-1400, USA

    Jaishankar Ganesh

  2. University of Alabama, Tuscaloosa, AL, USA

    Kristy E. Reynolds

  3. University of South Florida, St. Petersburg, St. Petersburg, FL, USA

    Michael G. Luckett

Authors
  1. Jaishankar Ganesh
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Kristy E. Reynolds
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Michael G. Luckett
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jaishankar Ganesh.

Additional information

The authors contributed equally to the manuscript.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Ganesh, J., Reynolds, K.E. & Luckett, M.G. Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach. J. of the Acad. Mark. Sci. 35, 369–381 (2007). https://doi.org/10.1007/s11747-007-0038-0

Download citation

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s11747-007-0038-0

Keywords

Search

Navigation