Psychographics of comparison shoppers

Abstract

Purpose

The purpose of the paper is to identify the psychographics of comparison shoppers. How do comparison shoppers differ from their counterparts? This question has remained unaddressed in extant literature.

Design/methodology/approach

Two separate surveys of convenience samples of consumers were used to identify comparison shoppers and non-comparison shoppers and their profiles.

Findings

Comparisons shoppers enjoyed shopping more and were on a tight budget. They also saw themselves as smart shoppers compared to their counterparts. However, non-comparison shoppers did not lack in buying gratification, decision confidence or satisfaction with their choices. Both groups were also at par on achievement orientation, optimism, spirited living and happiness.

Research limitations/implications

Findings of differences are important: comparison shoppers do not find the shopping task stressful, instead they enjoy shopping more. The findings of no difference are even more important: the act of engaging in comparison shopping did not, in and of itself, heighten (nor lessen) the decision confidence, consumption pleasure, optimism or happiness.

Practical implications

Given that comparison shoppers are just as optimists and achievement oriented, their self-esteem is likely just as high, and, as such, they would expect to be treated with respect. Thus, even low-service, value-priced stores need to make shopping hassle free, pleasant and respectful.

Originality/value

Comparison shopping has not been studied before as a focal construct. The present paper contributes by identifying important psychographic traits of comparison shoppers, both those that separate them from their counterparts and those that unite them.

Citation

Mittal, B. (2016), "Psychographics of comparison shoppers", Journal of Consumer Marketing, Vol. 33 No. 1, pp. 20-31. https://doi.org/10.1108/JCM-12-2014-1268