Patronizing a particular online store starts with a set of consumer characteristics that are innate and personal to the consumer. These innate and personal attributes of a consumer determines their decision on what internet store(s) that will cater for their online shopping needs. There are many aspects of the consumer oriented shopping attributes or orientations. For the purpose of this study, we tried to look at the economic shoppers, personalizing shoppers, apathetic shoppers, ethical shoppers and socializing shoppers. These various shopping orientation categories were examined in the Nigerian context to determine what informs the act of online shopping in Nigeria. The knowledge of this will help e-stores in crafting and designing an appropriate marketing strategy and concept that will endear Nigerian consumers to them. 300 online shoppers in Anambra State Nigeria were used as respondents and their responses analyzed using percentages, pie chart and simple bar chart. The concept of gender and shopping orientation was fairly incorporated into this study. Findings reveal Nigerian male gender to be more price conscious (economic shoppers) than others.
Shopping Orientations, Online Shopping, e-retailers/e-stores
