MODELLING SHOPPING BEHAVIOUR : ASSESSING THE ACCOMPANYING STRUCTURE OF SHOPPERS IN SINGAPORE

Abstract

Factors which shoppers consider in the shopping process include the product category, brand, retail centre location and accessibility of the shopping destination, as well as the type and number of accompanying persons. Despite the latter factor being an observable fact, it was overlooked by researchers, who placed too much emphasis on conceptualizing an appropriate model to study shopping behaviour. A further review of past studies has revealed an evident inadequacy in accounting for the accompanying structure of shoppers in the study of shopping behaviour. This impedes the theoretical development of shopping behaviour. By means of a sequential mixed method design and a three-layered analysis, the appropriateness of attributes in explaining their selected accompanying structure for three different shopping activities - Clothing, Major Grocery and Visits to Eating Outlets was uncovered. Shopping patron segments were discerned by cluster analysis, based on significant factors found in the factor analysis, their types of accompanying structures and socio-demographic characteristics. It was found that shopping behaviour could be affected by the accompanying structure of shoppers and their socio-demographic characteristics. The findings have considerable implications for various stakeholders in the provision and management of shopping centres. However, more intensive research is required to gain better understanding on the different types of accompanying structure of shoppers with diverse shopping behaviour.