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dc.titleAn exploratory study of in-home shoppers in a concentrated retail market. The case of Singapore
dc.contributor.authorShamdasani, P.N.
dc.contributor.authorOng Geok Yeow
dc.identifier.citationShamdasani, P.N.,Ong Geok Yeow (1995). An exploratory study of in-home shoppers in a concentrated retail market. The case of Singapore. Journal of Retailing and Consumer Services 2 (1) : 15-23. ScholarBank@NUS Repository.
dc.description.abstractRising affluence, coupled with increasing time scarcity of Singaporean consumers, has suggested the growing importance of non-store retailing in the form of catalogue, mail order and electronic retailing. Singapore provides a useful context for exploring the trade-offs of perceived risks versus convenience of in-home shopping in a concentrated retail environment, as in-home shoppers are not 'locked in', and there is no difficulty in accessing stores. While several studies on the buying behaviour of in-home shoppers have been conducted in the USA, there is practically no published research on in-home shopping in Singapore. This study examines the demographic and psychographic characteristics of in-home shoppers, and the factors that influence in-home shopping. The study found that in-home shoppers have certain distinct demographic and psychographic characteristics. In-home shoppers are younger, more impulsive, more active in information seeking and less price conscious, and have higher household incomes, self-confidence and technology orientation than non-in-home shoppers. The findings suggest that unlike in-home shoppers in the USA, in-home shoppers in Singapore are not motivated by the convenience of shopping at home. Inability to compare prices and inspect goods were found to be the two most important risks associated with in-home purchases. Food products were found to be the most commonly purchased items at home. Implications of retail concentration and cultural-specific perceived risks associated with in-home shopping are discussed and suggestions for future research are provided. © 1995.
dc.subjectconcentrated retail market
dc.subjectin-home shopper
dc.description.sourcetitleJournal of Retailing and Consumer Services
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