Editorial

Editorial

Article Type: Editorial From: International Journal of Retail & Distribution Management, Volume 40, Issue 10

This edition includes contributions that investigate the use of shopping orientation research in the Indian marketplace, a segmentation study of Mexican consumers based on shopping centres’ attractiveness, prediction of mobile shoppers: an application of multiple discriminant analysis, and a shopping typology of primary male grocery shoppers.

The first submission by Gehrt, Rajan, Shainesh and Czerwinski explores Indian online shopping via the concept of shopping orientations. This is the first empirical study to use shopping orientation research in the Indian marketplace. Surveys from consumer panel members were collected and online shopping segments were identified by using a two-step process that clustered respondents in terms of the similarity of their scores across four shopping orientations. Three segments were identified:

1. 1.

   value singularity;

2. 2.

   quality at any price; and

3. 3.

   reputation/recreation.

The “Quality at any price” and “Reputation/recreation” segments were the predominant online shoppers. Although their orientations toward shopping differed, their behaviour, website attribute ratings, and demographics were very similar except for occupation (managerial versus clerical, respectively). The finding that the “Value singularity” segment is not the pioneer online shopper in India contrasts with the early online shoppers in the USA who were often motivated by price. Besides revealing that the orientations of Indian consumers are not price-based, the relatively unfractionated factor analysis solutions for shopping orientations and website dimensionality suggest that, in the emerging Indian economy, consumer conceptualizations of shopping have not yet undergone full elaboration. Thus, this cross-sectional study could be extended with longitudinal research to reveal how Indian consumers’ perceptions of the marketplace change with market development and growing consumer sophistication.

The second paper by González-Hernández and Orozco-Gómez examines identify shopping centre attractiveness dimensions from the point-of-view of the Mexican shopper and then segment shoppers according to these perceptions of attractiveness. The data was collected through a survey of 1,500 regular shopping centre consumers from the Metropolitan Area of Guadalajara (MAG), Mexico. This research study was carried out from January to April 2010. Five of the largest shopping centres, including a lifestyle centre, a community centre, a regional shopping centre, and a small regional shopping centre voluntarily participated in this research study. The attractiveness attributes of six shopping centres were identified through a factorial analysis: mall essence, popularity and promotional programs, personal service, recreational options, internal atmosphere, and external atmosphere. Also, a cluster analysis of these factors revealed three types of consumers with significantly different perceptions of shopping centres:

1. 1.

   serious;

2. 2.

   enthusiast; and

3. 3.

   basic.

The outcomes were validated by a multiple discriminant analysis. Multiple discriminant results suggest that the dimension of popularity and promotion programs is the first to be distinguished among segments, followed by internal and external atmosphere. From a managerial perspective, the study provides practical advice to managers in order to support marketing and positioning strategies for their shopping centres, focusing on a particular segment of consumers.

The third paper by Yang and Kim aims to examine mobile shoppers’ shopping motivations compared with those of non-mobile shoppers (i.e. potential adopters) and to identify driving motivations for consumers to use the mobile shopping channel. A sample of primarily of US consumers with the largest group of respondents aged 19 to 30 years old mobile service users were drawn from a purchased consumer panel that completed a web-based survey. Multiple discriminant analysis was used to analyse the data. The results indicate that idea, efficiency, adventure, and gratification shopping motivations are significant determinants of mobile shoppers, implying that those shopping motivations are push factors of mobile shopping. The results suggest that idea, efficiency, adventure, and gratification shopping motivations need to be incorporated into the development of mobile shopping service functions and features to satisfy consumer needs and wants for the mobile shopping channel. Due to the infancy stage of mobile shopping, there is minimal research comparing the two shopper segments’ (mobile shoppers vs non-mobile shoppers) motivations. This study contributes to generating multi-dimensional mobile shopping motivation in explaining why consumers use the mobile shopping channel.

The purpose of the final contribution by Mortimer is to segment primary male grocery shoppers based on store and product attribute evaluations. A rich profile for each segment is developed. These developed contemporary shopper typologies are contrasted against earlier works. Data of 280 male grocery shoppers was attained by a survey questionnaire. Factor analysis, cluster analysis and ANOVA were employed to develop specific segments of male shoppers. Four distinct cohorts of male shoppers emerge from the data of eight constructs, measured by 46 items. One new shopper type, not found in earlier typology literature, emerged from this research. This shopper presented as a young, well educated, at the commencement of their career and family lifecycle, attracted by a strong value offer and willingness to share the family food shopping responsibilities. Research outcomes encourage supermarket retailers to implement targeted marketing and rationalized operational strategies that deliver on attributes of importance. It presents the first retail typology of male supermarket shoppers, employing a cluster analysis technique. The research provides insights into the modern family food shopping behaviour of men, a channel in which men are now recognised as equal contributors.

Professor Neil Towers