WHY DO PEOPLE

SHOP?
EDWARD M. TAUBER (1972)

Presented by: Waqas Anwar

INTRODUCTION
 Shopping, buying, and consuming- 3 broad areas of consumer behavior
 This article encourages theory building concerning shopping behavior by
presenting some exploratory research findings on the question of why do people
shop?
 Previous authors have aimed at answering questions regarding comparison
shopping (Why do people shop in more than one store) and store patronage
(Why do people shop where they do)
 Why do you shop?
METHODOLOGY
 An exploratory study was undertaken to determine some reasons why people
shop
 Individual in-depth interviews were conducted in the Los Angeles area with a
convenience sample of 30 people, divided evenly between men and women
(age 20-47)
 Rather than a direct approach in questioning subjects as to why they shop,
respondents were asked indirect questions such as satisfactions derived
 Responses were classified into a number of hypothesized motives for
shopping, i.e. as either personal or social
PERSONAL MOTIVES

Self
Role Playing Diversion
Gratification

Learning
Physical Sensory
about new
Activity Stimulation
trends
SOCIAL MOTIVES
Social Communication
Peer Group
Experiences with others having
Attraction
outside Home a similar interest

Status and Pleasure of

Authority Bargaining
IMPULSE SHOPPING
 A person may go shopping when he needs attention, wants to be with peers,
desires to meet people with similar interests, feels a need to exercise, or has
leisure time
 The foregoing discussion indicates that a person experiences a need and
recognizes that shopping activities may satisfy that need
 However, the same way that a person may walk down an aisle viewing
merchandise and buying on impulse, he may also drive or walk down a street
viewing stores and deciding to enter on impulse
IMPULSE SHOPPING
 The likelihood of going shopping on impulse has probably increased over
time with changes in the concept of convenience
 Robarts suggests that a number of nonretail spatial attractors may also
influence a shopper's store patronage decision: e.g., employment, social,
religious, education, club, or recreational activities
 Since many people spend relatively little time at home, a definition of
convenience which uses the home as the focal point may be misleading
IMPULSE SHOPPING
 The existence of modern transportation and the availability of increasing
amounts of discretionary time serve to expose people to many shopping
clusters while in transit to their job, or social and recreational activities
 This mobility increases exposure to new shopping alternatives and enhances
opportunities for impulse shopping
 The sight of a store may serve as a reminder to purchase needed items
IMPLICATIONS
 What are the implications of the results for theory and practice?