Consumer behavior falls into three distinct activities: searching, buying, and consuming. Though considerable research work has been conducted in the domain of buying behavior, however, much less is known about the most distinctive form of consumer behavior relating to consuming and shopping behaviour. This study aims to provide an insight on different types of shopping style among women in India. The present study tries to explore the shopping style of India consumer using exploratory factor and cluster analysis. A one-way ANOVA test way carried out to find out whether people with different personality and need priority differed in their shopper style. Results identified nine shopping style and three groups of shoppers. There was significant difference across respondents with different personality and need priority in their shopping style. The main objective of this research paper is to provide an understanding of consumer’s shopping styles for designing effective retailing strategy.
|Journal||Review of Business Research|