SUPERMARKET AND HYPERMARKET: SHOPPER TYPOLOGIES AND ORIENTATIONS

Abstract

Over the last few years, the emergence of hypermarkets into the grocery retailer scene has changed the way contemporary shoppers shop for grocery items. Much research has been done on shopper types, behaviour and orientations at typical shopping centres. However, there exists a gap in the academic study of the typologies and orientations of grocery shoppers at supermarkets and hypermarkets. The author aims to close this gap by using primarily factor and cluster analysis, to establish the various typologies and orientations of such shoppers. The results indicate that the orientations of supermarket and hypermarket do differ and cluster analysis yielded 3 varying shopper typologies for each grocery retailer with variable demographic characteristics.