The Influence of Shopping Motivations on Clothing Retail Store Loyalty in South Africa

Abstract

The purpose of this study was to investigate the influence of shopping motivations on clothing retail store loyalty in the South African context. A survey was conducted among consumers intercepted at a mall in Venda, South Africa. In total, 250 respondents completed the questionnaire in full. It was found that consumers were influenced by shopping apathy, fashion trends, impressions, reputation, and price, in remaining loyal to a clothing store. Shopping enjoyment, role-shopping and convenience did not influence shoppers to remain loyal to a store. Consumer loyalty is vital to retailers, as it guarantees future sales, long-term profitability, and sustainability. Retail marketers should therefore consider various shopping motivations when designing their marketing activities.

Keywords

• clothing stores
• shopping motivations
• store loyalty