A Study on Shopping Orientation and Preferred Store Characteristics of Female Shoppers Aged between 45-64

The purpose of this study was to identify factors of shopping orientation and factors of preferred stores for female shoppers aged from 45 to 64. Also women`s markets for these ages were segmented based on their shopping orientation, and consumer groups were compared in terms of demographics and preferred store characteristics. Data from 238 women aged between 45-64 were collected by survey method and used for statistical analyses. Factor analysis, cluster analysis, test, F test, Duncan test were done. The results were as follows. First, five shopping orientation factors, such as high involvement, fashion orientation, brand orientation, other people orientation, and economic orientation were found. Second, five factors of preferred store characteristics were identified. They were store environment, product characteristics, trend and brand, accessibility, and sales personnel factors. Four consumer groups of brand pursuing, fashion pursuing, other-dependent, and high-involvement were classified. Those consumer groups showed significant differences in terms of demographics and preferred store characteristics. In conclusion, Korean women aged 45-64 were shown to have some differences in their shopping orientation compared with young women and to differ in preferred store factors among their groups.