Consumer Behavior

Chapter 5

Shopper Types

Women shop for many different reasons and the underlying motivations affect where and how she shops, who she shops with, as well as what (if anything) she purchases. Based on our interviews, we have identified five different shopper types, their underlying preferences, activities, and motivations. The shopper types are the following:

• Ms. Grab and Go
• The Lone Browser
• Retail Therapy
• “Yo, Girlfriend!”
• The Hunter

We must remember that these shopper types are not mutually exclusive. Depending on when and where she is shopping, a woman might be a Lone Browser one day and seek Retail Therapy on another; and life stage will alter how a woman shops depending on levels of disposable income and social contacts.

First, we describe ...