Impact of situational variables and demographic attributes in two seasons on purchase behaviour

Sydney Roslow (Florida International University, Miami, Florida)
Tiger Li (Florida International University, Miami, Florida)
J.A.F. Nicholls (Florida International University, Miami, Florida)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 2000


Explores seasonal differences in the purchase behaviour of shoppers in Cyprus. The analysis investigates situational factors and demographic/lifestyle attributes associated with consumers’ shopping behaviour in summer and winter. The situational factors include the frequency with which consumers shopped in a large Cypriot market, the usual time of day they shopped, their travel time to the market, the time they spent in it, and whether they were motivated by price/value considerations; the demographic/lifestyle elements encompassed age, gender, education, income, and the transportation mode consumers employed to reach the market. Differences were found in shopping patterns between the two seasons. For instance, in the winter, consumers purchased adult’s clothing to a greater extent than in the summer. In contrast, in the summer consumers purchased more food or beverage and spent more money than in the winter. Based on the findings, the paper includes explicit recommendations for marketing action. The results indicate that store managers can be proactive in their marketing efforts by being aware of situational influences on customers’ purchase behaviour.



Roslow, S., Li, T. and Nicholls, J. (2000), "Impact of situational variables and demographic attributes in two seasons on purchase behaviour", European Journal of Marketing, Vol. 34 No. 9/10, pp. 1167-1180.

Download as .RIS




Copyright © 2000, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.