Objectives Of Shopping Orientation
APPAREL SHOPPING ORIENTATIONS: AN EMPIRICAL STUDY Neetu Narang* *Assistant Professor in Commerce, HMV, Jalandhar email:neetuhmv@gmail.com
INTRODUCTION
Consumer’s perception of each store’s attributes or its performance determines the customer’s retail patronage (Arnold, Oum &Tigert,1983). With the introduction of modern retail formats there is a change in consumer’s shopping behavior. Moreover , there is a change in the store environment, size, shape etc. Intense competition in retail markets has led to increasing need for retailers to use strategies that focus on retaining and attracting customers. In present times to be successful, understanding the behavior of consumer is a key to success for business organisations. Marketing personnels are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends (Nair & Pillai, 2007). Shopping orientations are referred to as shopping-specific psychographics, that reflects a complex social, economic and recreational phenomenon (Darden& Howell,1987; Howell,1979). The basic premise of shopping orientations is that shopper’s with different orientation have different consumer characterestics and market behavior including different needs and preferences for information sources (Moschis,1976), different store preferences (Gutman & Mills, 1982) , different psychographics characterestics and demographics (Darden & Howell, 1987) and different emphasis on store attributes
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