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.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1918-719X
  • ISSN(Online): 1918-7203
  • Started: 2009
  • Frequency: quarterly

Journal Metrics

Google-based Impact Factor (2021): 1.34

h-index (July 2022): 70

i10-index (July 2022): 373

Learn more

Contact