Typologies of Shoppers

Typology refers to classification of a phenomenon by the qualities essential to its identification. Typologies of shoppers have been an object of interest for decades. Shopping motives, shopping behavior, and shopping environment have been the characterizations used in the classification of types.

The central thing in classification of shopper types is to define the essential attributes of shopping and [Page 1487]to achieve as large a generalization as possible. These demands speak for the importance of the scope-emphasizing approach. The result is usually rough characterizations of the basic orientation of shoppers in a familiar, everyday supply environment.

On the other hand, shopping as a phenomenal field is in constant change. This is due to new innovative shopping environments and consumer behaviors that emphasize leisure, variety seeking, and the ...