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What is Economic Consumer Shopping Orientation

Chapter 7
Handbook of Research on Agricultural Policy, Rural Development, and Entrepreneurship in Contemporary Economies
Part of consumer lifestyle related to shopping characterized by trying to make the optimal decision in the shopping process.
Published in Chapter:
Consumer Shopping Orientations and Online Purchases of Rural Tourism Services
Aleksandar Grubor (Faculty of Economics, University of Novi Sad, Serbia) and Nenad Djokic (Faculty of Economics, University of Novi Sad, Serbia)
Copyright: © 2020 |Pages: 19
DOI: 10.4018/978-1-5225-9837-4.ch007
Abstract
The main goal of the chapter is to find out which consumer shopping orientations can be brought in connection to purchases of the services of rural tourism in online channel. Besides theoretical framework concerning rural tourism services and their relation to sustainable development of rural areas, as well as factors of online purchases, the chapter presents the results of primary research. The research is part of wider research conducted concerning online shopping behavior in Serbia. A total of 300 respondents participated. Convenience sampling was implemented. The results confirm that online sale of rural tourism services can be explained when considering consumer shopping orientations and that these orientations can be connected to demographic characteristics of consumers. Finally, managerial implications are considered.
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