Exploratory Analysis of the Shopping Orientation in the Tunisian Context

Mohamed Mejri, Mohsen Debabi, Khaled Nasraoui

Abstract


On the basis of a research conducted within a Tunisian context and through a large survey made up of 600 shoppers, this research aims to enhance the shopping orientation literature. The findings highlight two main points: (1) the predominance of utilitarian motivation at the expense of experiential ones and (2) the identification of a typology resetting on four shopping trips classes: the planned shopping trip, the recreational shopping trip, the lights fill-in shopping trip, and the ordinary fill-in shopping trip. Consequently and in the light of the shopping trip types and the socio-demographic shoppers factor, our research attempt to advance a Tunisian shoppers’ profile typology.


Full Text: PDF DOI: 10.5539/ijms.v4n5p1

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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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