Editing Retail (section)

==Shopper profiles==
Two different strands of research have investigated shopper behaviour. One is primarily concerned with shopper motivations. The other stream of research seeks to segment shoppers according to common, shared characteristics. To some extent, these streams of research are inter-related, but each stream offers different types of insights into shopper behaviour.

[[File:Embroidery and lace- their manufacture and history from the remotest antiquity to the present day. A handbook for amateurs, collectors and general readers (1888) (14593807460).jpg|thumb|upright|People who shop for pleasure are known as recreational shoppers. The recreational shopper has its origins in the grand European shopping arcades. Pictured: The gentry in a Dutch lace shop in the 17th century]]

Babin et al. carried out some of the earliest investigations into shopper motivations and identified two broad motives: ''utilitarian'' and ''hedonic.'' Utilitarian motivations are task-related and rational. For the shopper with utilitarian motives, purchasing is a work-related task that is to be accomplished in the most efficient and expedient manner. On the other hand, hedonic motives refer to pleasure. The shopper with hedonic motivations views shopping as a form of escapism where they are free to indulge fantasy and freedom. Hedonic shoppers are more involved in the shopping experience.<ref>{{Cite journal |url=https://www.researchgate.net/publication/24098851 |doi=10.1086/209376|title=Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value|journal=Journal of Consumer Research|volume=20|issue=4|pages=644|year=1994|last1=Babin|first1=Barry J.|last2=Darden|first2=William R.|last3=Griffin|first3=Mitch}}</ref>

Many different shopper profiles can be identified. Retailers develop customised segmentation analyses for each unique outlet. However, it is possible to identify a number of broad shopper profiles. One of the most well-known and widely cited shopper typologies is that developed by Sproles and Kendal in the mid-1980s.<ref>Durvasula, S., Lysonski, S. and Andrews, J.C. (1993), "Cross-cultural generalizability of a scale for profiling consumers' decision-making styles", ''The Journal of Consumer Affairs'', Vol. 27 No. 1, pp. 55–65</ref><ref>Sproles, G.B. (1985), "From perfectionism to faddism: measuring consumers' decision-making styles", in Schnittgrund, K.P. (Ed.), ''American Council on Consumer Interests (ACCI), Conference Proceedings'', Columbia, MO, pp. 79–85.</ref><ref>Sproles, G.B. (1983). Conceptualisation and measurement of optimal consumer decision making. ''Journal of Consumer Affairs'', Vol. 17 No. 2, pp. 421–38.</ref> Sproles and Kendall's consumer typology has been shown to be relatively consistent across time and across cultures.<ref>{{Cite journal |doi=10.1080/09593969.2014.911199|title=Consumer innovativeness and consumer decision styles: A confirmatory and segmentation analysis|journal=The International Review of Retail, Distribution and Consumer Research|volume=25|pages=35–54|year=2015|last1=Mishra|first1=Anubhav A.|s2cid=219645290}}</ref><ref>Jain, R. and Sharma, A., "A Review on Sproles & Kendall's Consumer Style Inventory (CSI) for Analyzing Decision Making Styles of Consumers", ''Indian Journal of Marketing'', Vol. 43, no. 3, 2013</ref> Their typology is based on the consumer's approach to making purchase decisions.<ref>Sproles, G.B., & Kendall, E.L., "A methodology for profiling consumers' decision-marking styles", ''Journal of Consumer Affairs'', Vol., 20 No. 2, 1986, pp. 267–79</ref>
* Quality conscious/Perfectionist: Quality-consciousness is characterised by a consumer's search for the very best quality in products; quality conscious consumers tend to shop systematically making more comparisons and shopping around.
* Brand-conscious: Brand-consciousness is characterised by a tendency to buy expensive, well-known brands or designer labels. Those who score high on brand-consciousness tend to believe that the higher prices are an indicator of quality and exhibit a preference for department stores or top-tier retail outlets.
* Recreation-conscious/Hedonistic: Recreational shopping is characterised by the consumer's engagement in the purchase process. Those who score high on recreation-consciousness regard shopping itself as a form of enjoyment.
* Price-conscious: A consumer who exhibits price-and-value consciousness. Price-conscious shoppers carefully shop around seeking lower prices, sales or discounts and are motivated by obtaining the best value for money.
* Novelty/fashion-conscious: characterised by a consumer's tendency to seek out new products or new experiences for the sake of excitement; who gain excitement from seeking new things; they like to keep up-to-date with fashions and trends, variety-seeking is associated with this dimension.
* Impulsive: Impulsive consumers are somewhat careless in making purchase decisions, buy on the spur of the moment and are not overly concerned with expenditure levels or obtaining value. Those who score high on impulsive dimensions tend not to be engaged with the object at either a cognitive or emotional level.
* Confused (by [[overchoice]]): characterised by a consumer's confusion caused by too many product choices, too many stores or an overload of product information; tend to experience information overload.
* Habitual/brand loyal: characterised by a consumer's tendency to follow a routine purchase pattern on each purchase occasion; consumers have favourite brands or stores and have formed habits in choosing; the purchase decision does not involve much evaluation or shopping around.

Some researchers have adapted Sproles and Kendall's methodology for use in specific countries or cultural groups.<ref>Bauer, H.H., Sauer, N.E., and Becker, C., "Investigating the relationship between product involvement and consumer decision-making styles", ''Journal of Consumer Behaviour''. Vol. 5, 2006 342–54.</ref> Consumer decision styles are important for retailers and marketers because they describe behaviours that are relatively stable over time and for this reason, they are useful for market segmentation.