An exploratory assessment of catalog shopping orientations

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Abstract
Catalog patronage research has frequently attempted to explain patronage proclivities by utilizing demographic predictor variables. Selection of demographic variables has been implicitly based on the premise that nonstore shoppers are convenience-oriented. A comparison of studies reveals that their findings often conflict An issue that has not been thoroughly examined is whether a multiplicity of orientations toward catalog shopping exists The existence of multiple orientations toward store shopping has been recognized for some time This article empirically assesses catalog shopping orientations, borrowing theoretical and methodological frameworks that have been used to examine store shopping orientations. Analysis reveals two primary shopping orientations that are related to catalog shopping: a convenience as well as a recreational orientation. The findings indicate that the catalog shopping orientations differ substantially and suggest that retail strategies and tactics which target individuals associated with each of the orientations must also differ. The study also demonstrates a methodology that may prove useful for future research.