AN EXPLORATORY STUDY OF IN-HOME SHOPPERS IN SINGAPORE

Abstract

As Singaporeans become more affluent and hard-pressed for time to spend on work, family and leisure, non-store retailing in the form of catalog and mail-order shopping may be one of the likely retailing trends in the 1990s. The launching of Teleview by Telecoms, too, has brought about a new form of retailing to Singapore. This new form of retailing is known as electronic shopping, which allows the shopper to purchase items in the comfort of his/her home, simply by pushing buttons. Takashimaya, the largest mail-order retailer in Japan, is scheduled to open its first store in Singapore soon with the completion of Ngee Ann City. It is reported that Takashimaya is expected to introduce TV and video-catalog shopping to Singapore. What catalog, mail-order, electronic shopping, TV shopping and video-tape catalog all have in common is that they allow shoppers to shop at home. Shopping at home is referred to as in-home shopping. With the above trends suggesting the growing importance of in-home shopping, it is vital that retailers understand the motivations and characteristics of in-home shoppers to help in their choice of target market and marketing mixes. Several studies have already been conducted in the United States to examine the buying behaviour of in-home shoppers. No study, however, has yet been conducted locally to understand in-home shoppers. This study, therefore, was conducted to examine the demographic and psychographic characteristics of in-home shoppers and the factors that influence in-home purchases. It also aims to determine the products that are likely to be purchased in-home in Singapore. While no studies on in-home shopping in the United States have attempt to determine the types of convenience and risk perceived as important by shoppers when making purchases at home, this study attempts to do so by applying the congruence concept. Jn this study, it was found that in-home shoppers have certain distinct demographic and psychographic characteristics. However, contrary to earlier findings in the United States, where convenience was found to be the greatest motivating factor for people to shop at home, the findings did not suggest convenience to be the greatest motivating factor to make in-home purchases locally. Inability to compare prices and inspect goods were found to be the two most important risks associated with in-home purchases. Food was found to be the most commonly purchased item at home in Singapore. This study concludes with suggestions for in-home retailers and Teleview to help enhance their marketing efforts. Some topics for future research are also suggested.