Shoppers in Emerging Market: Shopper Typology Based on Shopping Motivations

Subject Areas : International Journal of Finance, Accounting and Economics Studies

milad bakhshi ¹ , Kambiz Heidarzadeh Hanzaee ² , Mirahmad Amirshahi ³ , Rouhollah Zaboli ⁴

1 - Department of Business Management, Science and Research Branch. Islamic Azad University, Tehran, Iran
2 - Associate professor, Department of Business Management, Science and Research Branch. Islamic Azad University, Tehran, Iran
3 - Associate professor, Department of Business Management, Alzahra University, Tehran, Iran
4 - Associate professor, Department of Health Administration, School of Health, Baqiyatallah University of Medical Sciences, Tehran, Iran

Received: 2022-02-25 Accepted : 2022-05-07 Published : 2022-10-01

Keywords: utilitarian products, FMCG, shopping motivations, shopper typology,

Abstract :

The background indicates that most of the shopper typology studies are based on their motivations in Western countries, and few studies have been carried out in emerging markets. In this study, we identify the type of FMCG shoppers based on their shopping motivations in an emerging market.The research methods indicate that 14 deep interviews with a phenomenological approach to collect data. The data collected has been analyzed with thematic analysis and with Max QDA software.The results indicate that four types of shoppers have been identified, which are: Variety-Environment Shoppers, Environment shoppers, Service-convenience shoppers, and price shoppers.The conclusion indicates that this study has identified the types of shoppers based on their motivations in an emerging market. The motivations related to environmental factors are prominent in the context of the study, so the motivations related to the environment have a significant impact on two types of shoppers. The study also provides good insights for emerging market retail managers about the types of shoppers.