Consumer shopping motivations are evolving in tandem with shifts in products, services and the retail landscape. This paper primarily aims to explore what drives shopping behavior among consumers in Oman. Additionally, the paper aims to profile consumers based on their shopping motivations.
Based upon the review of literature, we developed a list of 63 items of shopping motivations. Exploratory factor analysis later led to a 12-factor solution involving 50 items, which were refined further into an 11-factor solution involving 44 items using CFA. A combination of hierarchical and k-means cluster analysis was performed for profiling consumers.
Five distinct segments of consumers that emerged in the Omani food and grocery retail market were derived as Practical Value Seekers, Discerning Shoppers, Selective Online Shoppers, Social Brand Seekers and Instant Gratifiers. Theoretical and managerial implications were discussed.
In theory, this study examines market heterogeneity by considering customer shopping motivations and applies profiling (clustering) techniques to categorize them into distinct market clusters. In practical terms, it provides valuable insights to food and grocery store managers.
This study is novel and the first of its kind, suggesting a typology of food and grocery shoppers in Oman. Research on consumer shopping motivations has primarily focused on consumers in Western countries, particularly in the United States.
