New-type and traditional shoppers: a comparison of two major consumer groups

Previous results have indicated that some consumers are less satisfied with mundane retail outlets and require more exuberant entertainment. Other consumers, however, do not make for "fun shoppers" and are not likely to in the future. Concentrates on the two largest groups found in the study: the "new-type shoppers" and the "traditional shoppers". They were similar in terms of their sociodemographic characteristics and almost so in their choice criteria for a place to shop. They differed only in their desire for experience and recreation while shopping. Examines their psychographic characteristics, behavioural tendencies and actual behaviour patterns in order to deepen the picture of those two groups. Discusses retailers′ activities concerning the personality and image of their outlets in the context of image congruence between a consumer and a retailer outlet.