Determinants of in-store information search strategies pertaining to a christmas gift purchase

This study examines consumers' use of in-store information sources while Ch ristmas shopping. A literature review identifies a number of situational, p ersonal, and demographic variables that may influence search behaviour for a Christmas gift. A survey was conducted soon after the Christmas season to investigate the effects of the identified variables on search behaviour pe rtaining to a clothing gift. Findings indicate that in-store search behavio ur consists of three dimensions: general information search (e.g., dispays, comparing prices/brands), specific information search (e.g., labels, packa ging), and assistance of sales clerks. Each search dimension was regressed on the identified variables, and determinants were obtained Situational var iables consistently outperformed all other variables, and personal variable s outperform demographics for the two nonpersonal search variables. Implica tions for further research and for practitioners are provided.