|تعداد مشاهده مقاله||22,864,335|
|تعداد دریافت فایل اصل مقاله||21,108,443|
Shoppers in Emerging Market: Shopper Typology Based on Shopping Motivations
|International Journal of Finance, Accounting and Economics Studies|
|مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 13 اسفند 1401|
|نوع مقاله: Research Paper|
Most of the shopper typology studies are based on their motivations in Western countries, and few studies have been carried out in emerging markets. In this study, we identify the type of FMCG shoppers based on their shopping motivations in an emerging market.
14 deep interviews with a phenomenological approach to collect data. The data collected has been analyzed with a thematic analysis and with Max QDA software.
Four types of shoppers have been identified, which are: Variety-Environment Shoppers,
Environment shoppers, Service-convenience shoppers and price shoppers.
This study has identified the types of shoppers based on their motivations in an emerging market. The motivations related to environmental factors are prominent in the context of the study, so the motivations related to the environment have a significant impact on two types of shoppers. The study also provides good insights for emerging market retail managers about the types of shoppers.
|shopping motivations؛ shopper typology؛ FMCG؛ utilitarian products|
تعداد مشاهده مقاله: 5