An investigation of experience-orientated consumers in retailing

Experience-orientated marketing is based on the concept that many buyers enjoy shopping and regard it as a leisure-time activity. This study comprises an empirical investigation of what customers understand by experience-orientated buying, the type of consumer attracted by it, and the consequences for store location, design etc. Using the environmental psychological behaviour model of Mehrabian and Russell as a basis, an investigation was conducted in a leading clothing department store in Paderborn, West Germany. Cluster analysis was used to categorize buyers as ‘indolent’, ‘sensual’ or ‘young extremists’;. The nature of these clusters is examined, as well as the implications for the retail marketing of clothing.