Original Research

A generic taxonomy of shopping motives among hypermarkets (hyper-stores) customers and the relationship with demographic variables

M. Dhurup
Acta Commercii | Vol 8, No 1 | a67 | DOI: https://doi.org/10.4102/ac.v8i1.67 | © 2008 M. Dhurup | This work is licensed under CC Attribution 4.0
Submitted: 05 December 2008 | Published: 05 December 2008

About the author(s)

M. Dhurup, Vaal University of Technology, South Africa

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Purpose of the study: Noting that the motive for shopping is located within the paradigm of buying behaviour of consumers; the study seeks to complement existing literature by examining whether a configuration of shopper motives could be developed, thereby revealing taxonomy of hypermarket (hyper-store) shoppers. In addition the study seeks to establish whether shopping motives is shaped by demographic variables.

Problem statement: Although the motive for shopping and its antecedents has been approached from various perspectives, it has been accentuated in literature that traditional utilitarian aspects of product acquisition explanations may not fully reflect the totality of a shopping experience. With such affirmations, shopping may be harmonised with hedonic activities when considered within a hypermarket/hyper-store South African context.

Methodology: The study adopted a conceptual framework for identifying relatable factors (using exploratory factor analysis) that influence consumer motivation for shopping within hypermarket (hyper-store) environments. Reliability and validity of the scale was established.

Findings: A 13 item scale was developed. Shopping seems to be both a utilitarian and a hedonic consumption experience with three auxiliary categories of hedonic motivations, namely diversion, recreational and sensory stimulated shoppers. In examining the motives for shopping and demographic variables, diversion appears to vary with levels of education.

Value of the research: Enhancing one's understanding of the "softer" issues of shopping, namely diversion, recreational and sensory stimulated shoppers is essential, as they represent possible differentiating factors in a highly competitive and often commoditised retail market. Acquaintance of distinct shopper segments is useful for retailers in assembling marketing communication strategies and designing appealing store environments.

Conclusion: Whilst shopper typologies may hold several advantages in theory and practice for both the consumers and retailers; the study has made an unpretentious and encouraging start in the understanding of hypermarket/hyper-store shopper patronage.


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