The empirical evidence presented in this article suggests practical ways of designing retail strategies based on consumer shopping orientations. It appears that such an orientation model is as applicable to small business managers as it is to their larger business counterparts. Certainly, localized market segmentation by shopping orientation is a potential tool for both large and “small” business firms. The article discusses several orientations, their relationship to buyer behavior and concludes with retail strategy applications.
American Journal of Small Business – SAGE
Published: Jul 1, 1981