A Theoretical Framework Model of the Study

In order to answer the research question, a conceptual framework was formulated from the existing literature regarding consumer shopping behaviour. On one hand, having reviewed the literature in the consumer shopping behaviour field, it was found that extensive work has been conducted, suggesting that this is a mature area. On the other hand, however, what is not known is the extent to which the findings from previous studies can be generalised to other countries. Furthermore, no investigative framework exists for the research problem under study. Therefore, this study will build on existing research by developing a theoretical framework and empirically validating this framework for the particular context of Libya.

Past theoretical and empirical efforts assisted the researcher to propose a conceptual model of shopping behaviour, as detailed in Figure 3-2. The following sets of constructs were incorporated into the model due to their prevalence in the literature and their use in describing the basic process of shopping behaviour: demographic characteristics, store attribute importance, shopping value, decision-making style, shopping motivations and store patronage.

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Figure 3-2: A Theoretical Framework of the Study

Shopping Motivations Shopping Value Decisions Making Style Socio-demographic Characteristics Shopping Decision Supermarket Traditional Market Independent Store Importance of Store Attributes Store Choice Consumer Spending Fresh Meat

Packaged Food Fresh Vegetables

andFruit

Fresh Fish Beverages

Store Patronage

Shoppers Typologies

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The theoretical foundation of this model draws on Jamal et al.’s (2006) study because of the convergence in the customs and traditions across Arab countries. Moreover, most of the existing literature has sought to develop typologies of shoppers based either on shopping motives, shopping values or on decision-making styles, however, Jamal et al.’s study profiled consumers on the basis of all three dimensions (decision-making styles, shopping value and shopping motivations).

A decision-making style can be defined as “a mental orientation characterising a consumer's approach to making shopping choices (Sprotles and Kendall, 1986, p. 268)”. Sprotles and Kendall developed a model of eight categories decision making styles which are as follows:

1. Habitual, brand loyal orientation (the tendency to have favourite brands and stores and

to have formed habits in choosing them).

2. Value consciousness (the tendency to be careful about product price and seek bargains

and look for deals; they are likely to be concerned about getting best value for money and may engage in comparison shopping).

3. Confusion (the tendency to get confused by over-choice of brands and information;

they are likely to experience information overload and have difficulty making choices).

4. Impulsiveness (the tendency to be impulsive and careless; they are likely not to plan

their shopping and remain unconcerned about how much they spend).

5. Perfectionism/quality consciousness (the tendency to seek perfection or highest

possible quality in products; they are expected to shop more carefully, more systematically and are not likely to be satisfied with good enough brands).

6. Brand consciousness (the tendency to buy the more expensive, well known famous

brands; they are likely to perceive price–quality link, are likely to have positive attitudes towards departmental and speciality stores selling expensive and popular brands and may prefer best-selling, heavily advertised brands with strong believe in that a higher price means better quality).

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7. Hedonic shopping (the tendency to seek pleasure, fun, recreation and entertainment

out of shopping), and

8. Novelty consciousness refers to the tendency to buy novel and fashionable items; they

are likely to seek pleasure and excitement out of seeking and discovering new things and are likely to keep up to date with style with variety seeking as part of their orientation.

These categories can be divided into utilitarian shopping styles because of the focus on price, quality, and value (value consciousness, confusion, impulsiveness, and quality consciousness) and hedonic shopping styles, including the four shopping styles that reflect some non-essential, non- product aspects of shopping behaviour (brand loyal orientation, brand consciousness, novelty consciousness, and hedonic shopping) (Zhou et al., 2010). A number of studies investigated and assessed the applicability of Sprotles and Kendall’s (1986) inventory to examine the major characteristics of consumer decision-making (Hafstrom et al. 1992; Lysonski et al. 1996; Walsh et al. 2001; Jamal et al. 2006; Zhou et al. 2010; Zhang and Kim, 2013). Overall, these studies have confirmed the eight decision-making styles. However, consumers from these different cultures appear to differ in the extent to which they behave based on these styles.

Value is one of the most powerful forces in the marketplace to understand consumer behaviour. Value is “responsible for the selection and maintenance of the goals (or ends) toward which individuals strive, while simultaneously regulating the manner in which this striving takes place” (Shim and Eastlick, 1998, p. 142). Value comes from the confrontation between what the customer receives (e.g., quality, benefits, worth, utilities) and what they give up to acquire the benefits (e.g., price, sacrifices) and thus in simple way the term of value can be defined as a consumer’s overall judgment of benefits and sacrifices (Irani and Hanzaee, 2011). Jamal et al. (2006) noted that values are consumers’ broad life goals and they often involve the emotional affect associated with such goals and needs. Since the establishment of the Personal Shopping Value scale (Babin et al., 1994), much research has focused on defining shopping value and identifying specific dimensions of shopping value and supported the notion that shopping can provide both hedonic and utilitarian value (e.g., Babin and Darden, 1995; Griffin et al., 2000; Jamal et al.,. 2006; Jones et al., 2006; Irani and Hanzaee, 2011; and Davis and Hodges, 2012).

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Hedonic shopping value reflects the value received from the multisensory, fantasy and emotive aspects of the shopping experience (Babin et al., 1994). Compared to utilitarian value, hedonic shopping value is more subjective and individualistic. Hedonic value is perceived through fun and pleasure as opposed to goal achievement. Utilitarian shopping value reflects the acquisition of products and/or information in an efficient manner and can be viewed as reflecting a more task- oriented, cognitive, and non-emotional outcome of shopping (Babin et al., 1994). Perceived utilitarian shopping value is determined by how much of the consumption need that prompts the shopping experience, is met (Irani and Hanzaee, 2011). In other words, utilitarian shopping value reflects the task-related value of a shopping experience while hedonic shopping value reflects the value found in the shopping experience itself independent of task-related activities (Jones et al., 2006).

Motivation is normally defined as “an inner drive that reflects goal-directed arousal” (Arnould et al., 2002, p. 378). In a shopping context, motivation can be described as the driving force within consumers that makes them shop. Contrary to the traditional belief that consumers go shopping just to purchase products and/or services, Tauber (1972) argued that consumers shop because they experience a need and recognize that shopping activities may satisfy that need and hypothesized that shopping motivations can be either personal include role playing, diversion from daily routine, self-gratification, physical activity, learning about new trends, fashions, and innovations, and sensory stimulation or social include social experiences outside the home, communication with others having a similar interest, affiliation with peer groups, obtaining status and authority, and gaining pleasure from bargaining and negotiation (Tauber, 1972).

Since Tauber's seminal article (1972), a stream of research has sought to segment consumers using their motivations for shopping, as documented in Section 2.2.1 (e.g. Westbrook and Black, 1985; Arnold and Reynolds, 2003; Jamal et al., 2006; and Kaur and Singh, 2007). The various segments of shoppers were found to exhibit some differences in decision making styles, shopping values, shopping motivation and demographic characteristics. Therefore, this study aims to explore, compare and discuss similarities and differences between the Libyan case and previous studies for other geographical contexts.

To date the literature is generally restricted to comparisons of behaviour within the same store format, i.e. limited to only supermarkets or to only department stores. However, a small number of studies examine consumer choice across different retail formats (Gorton et al., 2011). This present study contributes to the literature summarized above by providing an analysis of consumer choice

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between traditional and newly available shopping formats in Benghazi, Libya. It differs from other research discussed above by considering the choices between three different formats (supermarkets, traditional markets, and independent stores) and examines the effects of demographic characteristics on format choice.

Key factors that have been found in this literature to affect food-shopping behaviour include attributes of store and shopper characteristics. Store attributes include location, level of prices, product variety, quality of service, quality of produce, and store environment. Shopper characteristics including a wide variety of characteristics such as personal preferences, cultural characteristics, income, and various demographic variables also have been taken into account. However, since the vast majority of the Libyan population are Muslims, variation in religion is not an appropriate variable for the Libyan case. Other key sources used in designing the survey instrument are documented in the methodology chapter.

3.7. Conclusion

This chapter analyses previous research on determinants of food shopping behaviour. To be effective, the literatures in the relevant field were reviewed by addressing consumer behaviour from different angles including: shopping motivations and shopper typologies, store selection criteria and patronage behaviour, and consumer behaviour models.

Drawing on the literature, a considerable amount of research has been published on food shopping behaviour, which principally focuses on Western countries. Very little research has considered non-Western cases as well as in food categories. In answering the most basic question ‘why do people shop’ many reasons or motivations have been highlighted. The most important motivations suggested by Tauber (1972) include several types of personal motive (role-playing, diversion, self-gratification, learning about new trends, physical activity; sensory stimulation) and social motives (social experiences, communication, peer group attraction, status and authority, and pleasure of bargaining).

Shopper segmentation is an important tool for marketers to understand groups of consumers and plan their marketing strategy. A large number of studies have been published in order to recognize typologies of shoppers since Stone’s (1954) seminal study. Different psychographic statements and analytic techniques were used to this end for example; store attribute importance ratings, store image characteristics, and shopping motivations. A brief review of various studies was

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considered. The results of these studies highlighted some frequent segments common to most cases (e.g. apathetic shoppers).

In addition, much research has focused on studying the principal attributes that influence a customer’s decisions regarding where to shop. This stream of research identified that a set of attributes collectively plays a critical role. Regardless of store type, the core attributes that were identified are: geographical location, price, product assortment, service quality, special offers, shopping environment, food safety, cleanliness of place, pay by card facilities, and car parking. Some of them are more salient in a non-Western context and others not.

Furthermore, attention was also paid to models that may help understand consumer food shopping behaviour. Several social psychologists have developed models to predict attitudes from individuals' salient beliefs about objects. Regarding store attribute research, most models originate from the work of Fishbein (1967).

Previously proposed models were reviewed to introduce a theoretical framework of this study. The most relevant existing model was presented by Jamal et al (2006). This served as the theoretical foundation for the development of the conceptual model because of the convergence in the customs and traditions across Arab countries. Lastly, the conceptual framework containing the key factors, the variables, and presumed relationships between them was developed.

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