In this research, the authors propose a scale of second-hand shopping motivations. Guiot and Roux reveal 4 categories of shoppers, which are Regular shopper, thrifty critics, polymorphous enthusiasts and nostalgic hedonists. Furthermore, they evaluate the function of these shoppers’ motivations and its implication for designing and retailing strategies.
Prior to their study, the authors explore the historical context of second-hand market. In short, they assert that second-hand consumption grew in France during the past 20 years. In this case, the idea of reselling, bartering, recycling was become acceptable. Guiot and Roux assume that second-hand consumption was an act to decline the purchasing power of middle classes during the 1980s (Guiot …show more content…
This applies to older people with higher income and interested in antiques. To describe polymorphous enthusiasts, the authors mention several motivations such as finding originality and self-expression. One of the subjects stated, “I buy second-hand when I find something irresistible, it really has to suit to me, to match my personality” (Guiot and Roux 358). In general, the authors argue that polymorphous enthusiasts are related to the nature of the offering. Placing third with 21.7% is specialist shopper. The authors claim that specialist shopper is not a frequent second-hand shopper. This applies to young people with moderate income. They assume consumers treat second-hand shopping as an alternative, when the traditional market is unable to provide their needs. The last category, covering 19.3% of the total sample, is nostalgic hedonists. This applies to people in their 30’s with moderate income. The authors give several motivations such as treasure hunting and social contact. One of the subjects stated “Antique shops, garage sales, they’ve become a habit almost a drug. You never know what you’re going to find. It’s the pleasure of discovery” (Guiot and Roux
Prior to their study, the authors explore the historical context of second-hand market. In short, they assert that second-hand consumption grew in France during the past 20 years. In this case, the idea of reselling, bartering, recycling was become acceptable. Guiot and Roux assume that second-hand consumption was an act to decline the purchasing power of middle classes during the 1980s (Guiot …show more content…
This applies to older people with higher income and interested in antiques. To describe polymorphous enthusiasts, the authors mention several motivations such as finding originality and self-expression. One of the subjects stated, “I buy second-hand when I find something irresistible, it really has to suit to me, to match my personality” (Guiot and Roux 358). In general, the authors argue that polymorphous enthusiasts are related to the nature of the offering. Placing third with 21.7% is specialist shopper. The authors claim that specialist shopper is not a frequent second-hand shopper. This applies to young people with moderate income. They assume consumers treat second-hand shopping as an alternative, when the traditional market is unable to provide their needs. The last category, covering 19.3% of the total sample, is nostalgic hedonists. This applies to people in their 30’s with moderate income. The authors give several motivations such as treasure hunting and social contact. One of the subjects stated “Antique shops, garage sales, they’ve become a habit almost a drug. You never know what you’re going to find. It’s the pleasure of discovery” (Guiot and Roux