Investigating the variables that influence frequency of women shopping behaviour - evidences from emerging economies

The paper investigated the variables that influence frequency of women shopping behaviour in Sultanate of Oman. The study used two major constructs, i.e., internal and external variables and tested the impact of such variables over frequency of women shopping. One hundred women respondents were interviewed through personal interview and multiple linear regression analysis used to determine the results. The results revealed that: 1) external variables found to have more impact over frequency of women shopping closely followed by internal variables; 2) place variables (store oriented) found to have more influence, followed by product variables and extraneous variables such as social media websites, internet and arrival of new brands, over frequency of women shopping.