Who shops to live and who lives to shop?: an empirical study of shopping value by demographic segment

Who shops to live and who lives to shop?: an empirical study of shopping value by demographic segment
Document type
Conference Paper
Author(s)
Lewis, Anne
Publisher
British Academy of Management
Date of publication
9 September 2014
Series
British Academy of Management Conference Proceedings 2014
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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[Author's original abstract]

This article describes what type of person lives to shop (hedonic) and what type of person shops to live (utilitarian) using a survey of 693 respondents in the UK. These shopping values are measured in three different shopping locations: local shops, supermarkets and clothing stores. The results are compared, using the Kruskal-Wallis variance analysis, with their demographic segment. An effect is established between gender, age, ethnicity and social class to hedonic shopping values. Utilitarian shopping value is affected by gender and ethnicity. Male shoppers are more utilitarian and younger women from a lower social class are the most hedonic shoppers. Previous research established a link between shopping value, store attributes and retail outcomes therefore segmenting shoppers by demographic group may provide a simple way to predict some retail outcomes, dependent upon the store attributes, using demographic segmentation.

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