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This study provides a typology of consumers based on the choice of distribution channels and the number of retailers visited during two phases of the decision-making process (research and purchase). Drawing on the person-object-situation paradigm (Belk 1975a), each group is analyzed in terms of their purchase motivations and socio-demographic characteristics. We also link the profiles to the product categories purchased. A research survey was administered online and consisted of investigating respondents’ behavior regarding non-food goods purchased in the six months prior to data collection. The results of the structural equation model and multinomial logit analysis suggest that product type most strongly determines these behaviors, whereas shopping motives and sociodemographic variables have little significant impact. In terms of management implications, knowing the impact of the product category on the consumer profile allows retailers to predict which channel is most likely to be visited for information and used for purchase. This research provides insight into the purchase motives driving each profile, which will help retailers to better segment their customers.