Shopper Deal Seeking Across Channels: An Updated View

Abstract

Today’s shoppers have a wide-range of shopping outlets available, including in-store, online, and mobile channels and the availability of deals and discounts across these channels is changing rapidly. Traditional research in consumer deal seeking focuses mostly on in-store deal behaviors. However, the retail landscape and buyer search methods have changed dramatically. In this article, an updated deal-seeking propensity (DSP) scale is developed and four dimensions of deal-seeking propensity are identified. This DSP scale is used to segment shoppers based on their deal-seeking behaviors, with four distinct segments of shoppers identified. The theoretical and managerial contributions of these findings are discussed.

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