Psychographic Profiles of Patronage Prefer-ence Groups

Abstract

This study found that shoppers possessing different orienta-tions, exhibit different communication behavior. They have different information needs and preferences for sources of communication. The fmdings of this study suggest that lifestyle characteristics can be used to reveal shoppers' communication needs and to design viable promotional strategies. Several recent studies demonstrated the usefulness of life styles and shopping orientations in planning retail strategy. For example, the concept of shopping orientation was used to segment markets by such characteristics as product usage habits and preference for retail store attributes.' Life styles and shopping orientations have also been found to be good predictors of various aspects of shopping behavior such as store loyalty and preferences for types of retail