Academic journal article International Journal of Marketing Studies

Exploratory Analysis of the Shopping Orientation in the Tunisian Context

Academic journal article International Journal of Marketing Studies

Exploratory Analysis of the Shopping Orientation in the Tunisian Context

Article excerpt


On the basis of a research conducted within a Tunisian context and through a large survey made up of 600 shoppers, this research aims to enhance the shopping orientation literature. The findings highlight two main points: (1) the predominance of utilitarian motivation at the expense of experiential ones and (2) the identification of a typology resetting on four shopping trips classes: the planned shopping trip, the recreational shopping trip, the lights fill-in shopping trip, and the ordinary fill-in shopping trip. Consequently and in the light of the shopping trip types and the socio-demographic shoppers factor, our research attempt to advance a Tunisian shoppers' profile typology.

Keywords: shopping behavior, shopping trip, shopping motivations, correspondence analysis

1. Introduction

Since the pioneer research of Stone's (1954), an overview of the literature impels for revealing the importance of the shopping orientation from an academic and managerial perspective.

Indeed, too many scholars including Kahn & Schmittlein (1989, 1992), Kaltcheva & Weitz (2006), and Nordfalt (2009) have reported that the shopping trip influences the consumers' in-store behaviour. The shoppers, usually, tend to attend store in which they are more likely to meet their expectations. Other works such as those advanced by Shim & Kotsiopulos (1992), Darden & Howell (1987), Gutman & Mills (1982), Bellenger & Korgaonkar (1980) and Darden (1980) have heralded that the shopping orientations is among the factors that affect the patronage behavior.

In the light of the previous findings, the shopping orientation seems of central importance to examining and understanding shopping behavior for both academics and practitioners in terms of developing strategies and tactics contingent upon the shopping orientations of their customers.

Different aspects of shopping orientation have been studied. While a stream of literature has focused mainly on the shopping trip and suggested many typologies of shopping trip (Allard, Babin & Chebat, 2009; Anic & Radas, 2006; Babin, Darden & Griffin, 1994; Carpenter & Moore,2009; Dawson, Bloch & Ridgway, 1990; Kahn & Schmittlein, 1992; Walters & Jamil, 2003; Westbrook & Black, 1985), several other researchers have investigated the motives and/or the factors that may explain the consumers shopping orientation (Arnold & Reynolds, 2003; Carpenter & Moore, 2009; Chen & Hsieh, 2011; Dawson & al, 1990; Fox, Montgomery & Lodih, 2004; González-Benito et al., 2007; Geuens et al, 2002; Groeppel et al.,1999; Karande & Ganesh, 2000; Kim, 2005; Tauber 1972; Ibrahim & Wee, 2002; Westbrook & Black, 1985). Others scholars have put more emphasis on describing the shoppers' profiles (Anic & Vouk, 2005; Boedeker, 1995; Carpenter & Moore, 2009; Darden & Reynolds, 1971; Geuens et al., 2001; Kuruvilla & Joshi, 2010; Lesser & Hughes, 1986).

This study aims to explore the shopping orientation within the Tunisian context. To meet this purpose, we will first explore the shopping trip of Tunisian shoppers according to many factors such as motives, time devoted and regularity of the shopping activity. Thereafter, we will attempt build a shoppers typology based upon the shopping orientation as well as the socio-demographic features of the Tunisian shoppers.

The remainder of the paper is organized as follows: the first section reviews most of the important shopping orientation works advanced by the literature. The second section describes the adopted methodology as for the third section, it highlights the main results. The final section is dedicated to discuss the main findings extracted by this research.

2. Literature Review

The concept of shopping orientation has been widely investigated by researchers from various perspectives. Despite the wide interest attached to this concept, it has stirred up a controversy in the literature, mainly in terms of complexity and multidimensionality (Visser & du Preez, 2001). …

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