AbstractThe behavior patterns of consumers are becoming more complex: these days, consumers not only focus on purchasing certain products, but they also try to combine several purchases or activities. One reason for this development can be seen in the fact that time pressure is a growing concern due to the double burden many people have. The fulfilling of many purposes or visiting several shops, service providers or locations is discussed under the topic of multipurpose shopping. In this respect multipurpose singlestop- and multipurpose multistop shopping can be distinguished. Whereas multipurpose singlestop shopping describes the fact that consumers make purchasing trips that serve multiple purposes, but are carried out at a single destination, multipurpose multistop shopping means that consumers combine multiple purposes and multiple destinations.To analyze the consumer behavior, including the multipurpose shopping behavior, an empirical study with respondents from Styria was conducted. During this study, the multipurpose shopping behavior in general, different shopping orientations of the consumers, and their purchase sequences were analyzed. Among others, the results revealed that a large percentage of Styrian consumers tends to multipurpose shopping: most respondents made at least one stop on their way to a shopping center and/or on their way back home. Furthermore, some shops and service providers were visited in a certain order. In addition, the findings showed that multipurpose shopping is positively influenced by the convenience orientation of a consumer.