A typology of adaptive shopping patterns in recession

Numerous shopper typologies are available in management literature but none classifies consumers based on shopping adaptations in an economic crisis. The current study addresses this research gap by segmenting shoppers based upon changes in key shopping-related attitudes and behaviors. Triadic interviews and managerial focus groups prioritized issues and helped develop measures. 1211 consumers completed an online survey, measuring shopping changes pertaining to nine key retail-related attitudes and behaviors. The analysis shows a more knowledgeable shopper, more concerned with value than before. This concern reflects in general increases in purchase planning, price consciousness, more containment of impulsive behaviors, less purchasing of ethical alternatives, and increased patronage of cheaper brands in groceries and clothing. Exploratory and confirmatory factor analysis; followed by cluster analysis, help develop a typology of adaptive shopping behaviors, revealing distinct differences in adaptive behavior patterns. Implications for retail marketing strategy and suggestions for future research directions conclude the article.