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Going shopping: key determinants of shopping behaviors and motivations

Ruby Roy Dholakia (Ruby Roy Dholakia is Professor of Marketing at the College of Business Administration, University of Rhode Island, Kingston, Rhode Island, USA)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 May 1999



Going shopping is a major source of relaxation as well as a household chore. Associated with females, the activity is under pressure due to time constraints, changing social roles and technological advances. In this paper, the impact of changing social pressures on going shopping is examined among married households. Key constructs are sex and shopping context which determine shopping responsibility among household members. Based on a large scale survey that included statistically viable numbers of male as well as female respondents, the study finds a great deal of consensus regarding shopping responsibility among the sampled households. Although men are playing a significant role in shopping activities, particularly shopping for household groceries, shopping remains a gendered activity but it is not a pleasureless activity. We conclude that the supermarket is likely to be the retail setting where the changing roles will make the greatest impact.



Roy Dholakia, R. (1999), "Going shopping: key determinants of shopping behaviors and motivations", International Journal of Retail & Distribution Management, Vol. 27 No. 4, pp. 154-165.




Copyright © 1999, MCB UP Limited

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