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| Author: | Schmidt, M. Bjerre, M. |
| Title: | Can recipients of sales flyers be segmented? |
| Journal: | International Journal of Advertising
2003 : VOL. 22:3, p. 375-391 |
| Index terms: | Advertising Consumers Retailing Denmark Nordic countries Scandinavia Europe |
| Language: | eng |
| Abstract: | This paper investigates the possibility of identifying clusters among consumers receiving sales flyers from retailers, like supermarkets etc. First, flyers are defined and then consumers' perception of flyers is analyzed, based on a representative panel. According to the analysis, three clusters are identified. The clusters possess quite different characteristics, not just in relation to their perceptions and attitudes towards flyers, but also when looking at demographic characteristics. |
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