Inshopping by Residents of Small Communities1

Abstract

With improvements in transportation and communication, rural consumers no longer are limited to their local trade center and personal factors become more important in shaping consumer patterns. With data from residents in two small rural communities in northwestern Missouri, this study examines the effects of consumers' socioeconomic characteristics, personal location situations, and community satisfaction on buying within the local community (inshopping) versus in other communities (outshopping) for selected goods and services. Age is the socioeconomic variable most strongly related to inshopping. Residing in the center versus open country, jobholders outside the community, and residing in the more viable community are related to shopping for certain of the goods and services as is satisfaction with the community. Location remains an important influence on shopping behavior but it needs to be conceptualized differently.

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