Objective - One of the central considerations to any marketing strategy is the specific patterns displayed by consumers, also known as their 'shopping style'. The importance of shopping style has scarcely been researched in the context of Indonesian consumers.

Methodology/Technique - This study seeks to understand the effect of shopping style as a market segment on the perception of marketing practices in the modern retail industry. The study is an exploratory survey study using 900 samples of Indonesian shoppers in the modern market.

Findings & Novelty - This study concludes that the majority of consumers in Indonesia exhibit an economical and promotional sensitive style of shopping. They are also identified as brand-oriented shoppers and moderate perfectionists. It also verifies two segments of the Indonesian consumer market: recreational shopper and utilitarian.

Type of Paper - Empirical.

Keywords: Market Segmentation; Recreational Shopper; Shopping Style; Utilitarian Shopper.

JEL Classification:

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol5.3_3.html

DOI: https://doi.org/10.35609/jmmr.2020.5.3(3)

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