Shopping As Sport Ready And Steady
Are you competitive or sport like about shopping? Perhaps you see it as a social or emotional benefit to be recognize by your peers and friends as a great shopper or an efficient or proficient shopper. According to an academic paper that was present at an international conference, if so, you might be a sport shopper. The shopper can detail the places and times they bought items, and how much they saved. This shopper believes that it’s not about saving the most, but spending less.
This new type is not to be confuse with the economic shopaholic. They are financially constrain and have to look for generic products and low prices. They are not the recreational shopper who shops for pleasure and reduces stress. Although shopping is generally consider a benign activity, there is a lot of interest in motivation for shopping, especially from marketers and social scientists. This is mainly to better target customers and improve our shopping experience.
American consumer behaviour academic Gregory Stone conducted surveys of Chicago’s female shoppers in the 1950s. He identified two types: the economic and ethical shopper. Others followed their lead, including Danny Bellenger (1992) and Pradeep Korgaonkar (1980).
They enjoyed shopping as a recreational activity to relieve stress and find pleasure. Ronald Faber’s Compulsive Shopper (1992), Thomas O’Guinns’ Compulsive Shopper (1992), was compel repeatedly to buy during shopping centres outings, while Dennis Rooks’ Impulsive Shopper (1987) selected and made purchases with little thought, motivation, or concern for the consequences.
Recreational Shoppers Sport
Sport shoppers are not like recreational shoppers. They only shop for the best deals on desired and sought-after items. This shopper is not interest in shopping for school uniforms, provisioning, or grocery shopping. They would be apathetic in this situation.
The sport shopper, unlike compulsive shoppers is not force to buy on every outing. They are able to use a failed trip as an opportunity for information or practice and can then rationalise their shopping habits.
The sport shopper is like an athlete who trains regularly to improve their skills. Once a product has chosen, the training begins. Promotional material is important and a thorough information search is done to find market prices and possible discounts. Multiple visits to the same store over several days allow the sport shopper the ability to determine stock flow and promotional timing. The goal is to arrive first at the door in the morning by undertaking early morning reconnaissance missions.
Sport Shoppers are motivated by their egos to achieve goals. John Nicholls (1987), Carolyn Jagacinski, and John Nicholls (1987), found that athletes are driven to succeed. They achieve their goals when they beat the retail system or other shoppers (their competition) by finding the desired item at a greatly discounted price.
The purchases are displayed or worn with pride. This gives them the opportunity to share stories of victory with their friends over a few beers. The sport shopper strives to find the next product at a lower price, just like an athlete. Sport shoppers aren’t looking to save the most, but they don’t want to be a Thrift Shopper who seeks bargains because of economic necessity.
This type of shopper does not have to be financially savvy and may even earn a high salary. Sport shopping isn’t about finding the perfect handbag at Target at $12 (spending least), but finding the best Chanel handbag at $350 (saving most). This emerging shopping trend is already being recognize by marketers. Found Shopping, an app develop in South Africa, allows shoppers to take photos of their recent purchases, and then describe the discount and store where they were purchase. They can also favourite their shopping skills.
Shop Savvy and Zappos also claim to make shopping easier, more enjoyable and more fun than ever. ShopSavvy helps you find the lowest prices in your area, provide product information, and link to online shopping. It works in the same way as Found Shopping. You can view what your friends have bought by following their lists and create your own shopping list to be follow by others. These are the modern-day virtual market mavens.
These new apps and sites are more about encouraging shoppers to shop smarter, harder, longer, and better. Retailers are now able to use word-of-mouth advertising as friends share their shopping successes. As we head to the shops for Boxing Day Sales and other events, the Sport Shopper within us may once more surface.