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Prospective memory is memory for the realization of delayed intention. Researchers distinguish 2 kinds of prospective memory: event- and time-based (G. O. Einstein & M. A. McDaniel, 1990). Taking that distinction into account, the present authors explored participants' comparative performance under event- and time-based tasks. In an experimental study of 80 participants, the authors investigated the roles of cognitive load and task condition in prospective memory. Cognitive load (low vs. high) and task condition (event- vs. time-based task) were the independent variables. Accuracy in prospective memory was the dependent variable. Results showed significant differential effects under event- and time-based tasks. However, the effect of cognitive load was more detrimental in time-based prospective memory. Results also revealed that time monitoring is critical in successful performance of time estimation and so in time-based prospective memory. Similarly, participants' better performance on the event-based prospective memory task showed that they acted on the basis of environment cues. Event-based prospective memory was environmentally cued; time-based prospective memory required self-initiation.

Purpose – Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers. Design/methodology/approach – The study involved a survey of 201 actual shoppers in a hypermarket and that of 117 actual shoppers in 20 traditional stores. Principal components analysis of the motives for shopping at hypermarket and traditional store identified the respective dimensions of shopping motivation. Cluster analysis of the factor scores obtained on shopping motivation at hypermarket revealed the typology of hypermarket shoppers. Chi-square test and MANOVA were used to profile the identified segments of hypermarket shoppers on demographic characteristics and shopping outcomes respectively. Findings – Results revealed different dimensions of motivation to shop at the hypermarket and traditional store and four types of hypermarket shoppers were identified: utilitarians, maximisers, browsers and enthusiasts. The utilitarians are motivated by functional benefits such as the price and variety of products; the maximisers seek functional as well as recreational benefits; the browsers are high on social motivation; and the enthusiasts are high on all dimensions of shopping motivation. These segments showed overall significant differences on demographic characteristics and shopping outcomes. Practical implications – The proposal for allowing FDI in multi-brand retail in India, a rapidly emerging market for global retail players, is at an advanced stage of policy making. Many national and multi-national retailers are in the process of expansion in India. This study adds to their understanding of Indian consumers. Based on the identified typology, the study suggests different strategies to target different segments of hypermarket shoppers. Originality/value – The study contributes to the growing field of cross-cultural research on shopping motivation by highlighting the typology of Indian hypermarket shoppers.

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