Information seeking,external search and “shopping” behaviour: Preliminary evidence from a planned shopping centre

It has long been argued that consumers compare the wares of several retail outlets before the purchase of expensive or ego‐intensive goods. Yet the substantial literature on pre‐purchase information seeking suggests otherwise. Relatively little external search or “shopping” behaviour actually takes place. This discrepancy is attributable to the shortcomings of the pre‐purchase research tradition which relies largely upon retrospective interviewing and treats each product in isolation, despite the prevalence of multipurpose shopping expeditions. By unobtrusively observing the behaviour of shoppers in the Park Centre, Belfast, this paper demonstrates that consumers indulge in “shopping” activity, though much of this is incidental to the main purpose of the trip. Consumers appear to take the opportunity afforded by habitual or unavoidable “chore” shopping expeditions to gather, in an informal manner, information on the many and varied offerings of the marketplace.