Catalog patronage research has frequently attempted to explain patronage proclivities by utilizing demographic predictor variables. Selection of demographic variables has been implicitly based on the premise that nonstore shoppers are convenience-oriented. A comparison of studies reveals that their findings often conflict An issue that has not been thoroughly examined is whether a multiplicity of orientations toward catalog shopping exists The existence of multiple orientations toward store shopping has been recognized for some time This article empirically assesses catalog shopping orientations, borrowing theoretical and methodological frameworks that have been used to examine store shopping orientations. Analysis reveals two primary shopping orientations that are related to catalog shopping: a convenience as well as a recreational orientation. The findings indicate that the catalog shopping orientations differ substantially and suggest that retail strategies and tactics which target individuals associated with each of the orientations must also differ. The study also demonstrates a methodology that may prove useful for future research.
Get full access to this article
View all access options for this article.
References
1.
BatesAlbertAhead—The Retrenchment EraJournal of Retailing53197729–45Fall
2.
BellengerDanny N.KorgaonkarPradeep K.Profiling the Recreational ShopperJournal of Retailing56198077–92Fall
3.
BellengerDanny N.RobertsonDan H.GreenbergBarnett A.Shopping Center Patronage MotivesJournal of Retailing53197729–38Summer
4.
Berg, Eric N. (1988). “Standout in the Land of Catalogues,” New York Times, December 8, 1–5.
5.
BerkowitzEric N.WaltonJohn R.WalkerOrville C.JrIn Home Shoppers: The Market for Innovative Distribution SystemJournal of Retailing55197915–33Summer
6.
BerryLeonard L.The Time Buying ConsumerJournal of Retailing55197958–69Winter
7.
BlankertzDonald F.Motivation and Rationalization in Retail BuyingPublic Opinion Quarterly1949-1950 659–667Winter
8.
BulkeleyWilliam M.Catalog Merchants Try New Strategies as the Field Crowds with CompetitorsWall Street Journal198633January 20
9.
BushAlan J.HairJoseph F.An Assessment of the Mall Intercept as a Data Collection MethodJournal of Marketing Research221985158–167May
10.
CoxDonald F.RichStuart U.Perceived Risk and Consumer Decision-Making: The Case of Telephone ShoppingJournal of Marketing Research1196432–39November
11.
CunninghamIsabella C.CunninghamWilliam H.The Urban In-Home Shopper: Socioeconomic and Attitudinal CharacteristicsJournal of Retailing49197342–50Fall
12.
DardenWilliam R.AshtonDubPsychographic Profiles of Patronage Preference GroupsJournal of Retailing501974-1975 99–112Winter
13.
DardenWilliam R.HowellRoy D.Socialization Effects of Retail Work Experience on Shopping OrientationsJournal of the Academy of Marketing Science15198752–63Fall
14.
DardenWilliam R.ReynoldsFredShopping Orientations and Product Usage RatesJournal of Marketing Research81971505–508November
15.
DarianJean C.In-Home Shopping: Are There Consumer Segments?Journal of Retailing631987163–186Summer
16.
DavidsonWilliam R.RodgersAliceNon-Store Retailing: It's Importance to and Impact on Merchandise Supplies and Competitive ChannelsThe Growth of Non-Store Retailing: Implications for Retailers, Manufacturers, and Public Policy Makers1979New York University Institute of Retail ManagementNew York22–29
17.
GauthierRip I.Canadian Marketing Scene: Differences and OpportunitiesDirect Marketing1985138–150216 October
18.
GillettPeter L.A Profile of Urban In-Home ShoppersJournal of Marketing34197040–45July
19.
GreeneRichardA Boutique in Your Living RoomForbes198486–94May 7
20.
GutmanJonathonMillsMichael K.Fashion Life Style, Self-Concept, Shopping Orientation, and Store Patronage: Integrative AnalysisJournal of Retailing58198264–86Summer
21.
HairJoseph F.AndersonRolph E.TathamRonald L.Multivariate Data Analysis with Readings1987McMillan PublishingNY
22.
HirschmanElizabeth C.A Descriptive Theory of Retail Market StructureJournal of Retailing54197829–48Winter
23.
KellyEugeneThe Importance of Convenience in Consumer PurchasingJournal of Marketing23195832–38July
24.
KimJae-OnMuellerCharles W.Factor Analysis: Statistical Methods and Practical Issues1982Sage PublicationsBeverly Hills
25.
KleinfieldN.R.Even for J. Crew, the Mail-Order Boom Days are OverNew York Times199056–58September 2
26.
KorgaonkarPradeepShopping Orientations of Catalog Showroom PatronsJournal of Retailing57198178–90Spring
27.
KorgaonkarPradeepConsumer Shopping Orientations, Non-store Retailers, and Consumers; Patronage Intentions: A Multivariate InvestigationJournal of the Academy of Marketing Science12198411–22Winter
28.
KorgaonkarPradeepBellengerDanny N.Profiling the Recreational ShopperJournal of Retailing56198077–92Fall
29.
KorgaonkarPradeepSmithDanielPsychographic and Demographic Correlates of Electronic In-Home Shopping and Banking ServicesProceedings 1986 Educators’ Conference1986American Marketing AssociationChicago, IL156–159
30.
LastovickaJohn L.On the Validation of Lifestyle Traits: A Review and IllustrationJournal of Marketing Research191982126–138February
31.
LumpkinJames R.HawesJon M.Retailing without Stores: An Examination of Catalog ShoppersJournal of Busines Research131985139–151
32.
MasonJ. BarryDurandRichard M.TaylorJames L.Retail Patronage: A Causal Analysis of Antecedent FactorsDardenWilliam F.LuschJames F.Patronage Behavior and Retail Management1983North-HollandNY391–408
33.
MayEleanor G.The Outlook for Non-Store RetailingThe Growth of Non-Store Retailing: Implications for Retailers, Manufacturers, and Public Policy Makers1979New York University Institute of Retail ManagementNY6–18
34.
McNairMalcom P.MayEleanor G.The Next Revolution of the Retailing WheelHarvard Business Review197881–91September-October
35.
McQuadeWalterThere's a Lot of Satisfaction Guaranteed in Direct MarketingFortune1980110–124April 21
36.
MoschisGeorge P.Shopping Orientations and Consumer Uses of InformationJournal of Retailing52197661–70Summer, 93
37.
NorusisMarija J.SPSSX Advanced Statistics Guide1985McGraw-Hill Book CompanyNY
38.
PetersWilliam H.FordNeil M.A Profile of In-Home Shoppers: The Other HalfJournal of Marketing36197262–64January
39.
QuelchJohn A.TakeuchiHirotakaNon-Store Marketing: Fast Track or Slow?Harvard Business Review198175–84July
40.
ReynoldsFred D.An Analysis of Catalog Buying BehaviorJournal of Marketing38197447–51July
41.
SaviniGloriaOde to CanadaDirect Marketing198728–31May, 121
42.
SchneiderJohnDirect to the ConsumerNation's Business198529–32June
43.
SpenceHomer E.EngelJames F.BlackwellRoger D.Perceived Risk in Mail-Order and Retail Store BuyingJournal of Marketing Research71970364–369August
44.
SPSSX User's Guide, 2nd ed. (1986), NY: McGraw-Hill Book Company.
45.
StephensonP. RonaldWillettRonald P.Analysis of Consumers’ Retail Patronage StrategiesMcDonaldPhilip R.Marketing Involvement in Society and the Economy1969American Marketing AssociationChicago316–322
46.
StewartDavid W.The Application and Misapplication of Factor Analysis in Marketing ResearchJournal of Marketing Research18198151–62February
47.
StiglerGeorge J.The Economics of InformationJournal of Political Economy691961213–225
48.
StoneGregory P.City and Urban Identification: Observations on the Social Psychology of Social LifeAmerican Journal of Sociology60195436–45July
49.
TauberEdward M.Why Do People Shop?Journal of Marketing36197246–59October
50.
WellsWilliam D.Psychographics: A Critical ReviewJournal of Marketing Research121975196–213May
