Determinants of in-store information search strategies pertaining to a Christmas gift purchase

Abstract

This application of mind examines consumers' use of in-store information sources while Christmas shopping. A literature review identifies a number of situational, personal, and demographic variables that may influence search behaviour for a Christmas gift. A observe was conducted soon after the Christmas season to investigate the events of the identified variables upon search behaviour pertaining to a clothing gift. Findings indicate that in-store search behaviour consists of three dimensions: general information search (eg dispays, comparing prices/brands), specific information search (eg labels, packaging), and assistance of sales recorders Each search dimension was returned on the identified variables, and determinants were obtained. Situational variables consistently outperform all other variables, and personal variables outperform demographics for the sum of two units nonpersonal search variables. Implications for further research and for practitioners are provided.

Resume

La presente recherche s'interesse a l'utilisation par le consommateurs de sources d'information a l'interieur du magasin lors du choix de cadeaux de Noel. Une revue de la litterature identifle plusieurs variables (personnalite, situation et diniographie) comme pouvant influencer la recherche d'information lors du choix d'un cadeau de Noel. Une enquete a ete menee juste apres le s afin d'identifier les variables qui ont pu influencer le choix d'un vetement conroe cadeau. Le resultats indiquent que la recherche d"information comporte trois dimensions : la recherche generale (ex : prisentoirs, comparaison de marques et de prix), la recherche specifique (ex : etiquettes et emballage) et l'aide d'un vendeur Une regression de toutes le variables sur chaque dimension permet d'identifier le determinants de la recherche d'information. Le variables de situation sont le plus importantes sur le trois dimensions, et le variables de personnalite plus intportantes que le variables denrographiques sur le deux premieres dimensions. Enfin, l'article fournit de suggestions pour de subsequent times recherches et indique les retombees pour le gestionnaires.

Manufacturers and retailers in North America understand the economic importance of the Christmas season. Christmas holiday sales can account for 30 - 50% of a retailer's total annual sales and profits (Smith & Beatty, 1985) Pollay (1986) distinguished these sales for the month of December, indicating that they accounted for "40% of annual sales of toys 28% of candy ... and 25% or more of toiletries, stationery, greeting cards, volumes and art" (p. 140). It has been estimated that individuals dispose of approximately $442 per year upon Christmas gifts ("Holiday Shopping," 1993) More than $100 billion is wearied on gifts in the United States each year (Ruth, Otnes, & Brunel 1999) and consumer are estimated to dispose of more than 3% (Garner & Wagner, 1991) of their annual household income upon gifts. Gift purchases have been placed at 10% of all retail purchases in North America (Beck, 1979; Sherry, McGrath, & call together 1993). Furthermore, Belk ( 1979) reported among his findings that almost 30% of gift-giving reported was for Christmas. Thus, the gift industry and the Christmas holiday season merit more than a cursory glance. The drift of this study is to investigate information search strategies for gift purchases.

Over the years, the determinants of consumer information search have been fairly well established (Beatty & Smith, 1987; Moore & Lehmann, 1980; Newman, 1977) Les is known, however, about in what way these determinants (and others posited to be unique to gift-purchasing situations) interact to influence the profundity and extent of information acquisition for a gift purchase. While giftgiving rituals have drawn out been studied by sociologists and anthropologists, single recently have market researchers begun to incorporate this knowledge from a managerial perspective. Because of the high importance placed upon gift-giving in North American tillage consumers are likely to lay out considerable time and effort in gift selection.

The design of our empirical analysis is limited to instore information use for purchasing a Christmas gift. Because in-store information sources are controllable, they are naturally of interest to retailers. The objectives of this close attention are to: (a) gain a clearer understanding of consumer information search behaviour, specifically in the adjoining matter of Christmas gifts; (b) examine the relative importance of the personal, situational, and demographic variables that interact to influence in-store information acquisition, and (c) assess the dimensions of in-store information sources considered by means of consumers.

The Social Significance of Christmas

Gift-giving, including Christmas gift-giving, is important in North American agriculture Apart from the economic importance described earlier, Christmas and the giving of gifts are also notable social mechanisms. In Belk's (1979) research 28% of the gift-giving reported through respondents was at Christmas. Belk also base that compared with birthday gifts, Christmas gifts were described through respondents as more practical, more prestigious, more personal, more expensive, more fashionable, of higher quality, and longer-lasting. Caplow (1982) rest that, during the year of the research respondents gave and received an average of 27 and 13 Christmas gifts, respectively. These figures clearly indicate the significance of Christmas gift-giving to Americans.