A typology of Indian hypermarket shoppers based on shopping motivation
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 January 2014
Abstract
Purpose
Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers.
Design/methodology/approach
The study involved a survey of 201 actual shoppers in a hypermarket and that of 117 actual shoppers in 20 traditional stores. Principal components analysis of the motives for shopping at hypermarket and traditional store identified the respective dimensions of shopping motivation. Cluster analysis of the factor scores obtained on shopping motivation at hypermarket revealed the typology of hypermarket shoppers. Chi-square test and MANOVA were used to profile the identified segments of hypermarket shoppers on demographic characteristics and shopping outcomes respectively.
Findings
Results revealed different dimensions of motivation to shop at the hypermarket and traditional store and four types of hypermarket shoppers were identified: utilitarians, maximisers, browsers and enthusiasts. The utilitarians are motivated by functional benefits such as the price and variety of products; the maximisers seek functional as well as recreational benefits; the browsers are high on social motivation; and the enthusiasts are high on all dimensions of shopping motivation. These segments showed overall significant differences on demographic characteristics and shopping outcomes.
Practical implications
The proposal for allowing FDI in multi-brand retail in India, a rapidly emerging market for global retail players, is at an advanced stage of policy making. Many national and multi-national retailers are in the process of expansion in India. This study adds to their understanding of Indian consumers. Based on the identified typology, the study suggests different strategies to target different segments of hypermarket shoppers.
Originality/value
The study contributes to the growing field of cross-cultural research on shopping motivation by highlighting the typology of Indian hypermarket shoppers.
Keywords
Acknowledgements
The authors thank the editor and the anonymous reviewers for their helpful comments that significantly improved the paper.
Citation
Mehta, R., K. Sharma, N. and Swami, S. (2014), "A typology of Indian hypermarket shoppers based on shopping motivation", International Journal of Retail & Distribution Management, Vol. 42 No. 1, pp. 40-55. https://doi.org/10.1108/IJRDM-06-2012-0056
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited