Purpose This study seeks to explore the idea that consumers select a particular shopping mode – i.e. bricks and mortar versus online outlet – based on their perceptions about whether a product or service is best bought from one or the other. It aims to posit that this perception is associated with the importance allocated to various shopping motivation dimensions. Design/methodology/approach Data for this study were collected using a self‐administered mail survey from 689 internet‐enabled US households. They represent a 28 percent response from 2,500 households that received the survey. Extensive non‐response analysis ruled out serious bias in the data. Findings The results from this empirical study suggest that different shopping motivations indeed influence perceptions of service type and shopping mode congruence differently. In addition, the results also suggest that services are more likely to be associated with the online shopping mode, whereas more tangible products are likely to be associated with bricks and mortar stores. Originality/value The findings have significant implications for services retail managers of both bricks and mortar and online service outlets in the areas of segmentations, targeting, and retail mix strategies. Apparently, consumers also tend to group related services or products into homogeneous shopping baskets based on their perception of congruence between the product or service and the shopping mode – online versus bricks and mortar store. These findings should help a manager plan for retailing mix strategies, catering to various shopping motivation dimensions, thus enhancing consumer satisfaction. In addition, the results hold important implications in the areas of segmentation and targeting decisions.
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