search query: @indexterm Retailing / total: 1556
reference: 6 / 1556
| Author: | Lockshin, L. Cohen, E. |
| Title: | Using product and retail choice attributes for cross-national segmentation |
| Journal: | European Journal of Marketing
2011 : VOL. 45:7/8, p. 1236-1252 |
| Index terms: | retailing marketing market segmentation consumer behaviour |
| Language: | eng |
| Abstract: | Purpose of this paper is to develop cross-national segments using product attributes and retail display information. In the study, consumers indicated the most and least important of 13 factors used in choosing wine from a retail store. The findings show that a three-cluster structure provides a robust segmentation. The three segments reveal different ways in which consumers choose wines: cognitive-based, assurance -based and in-store promotion -based. |
SCIMA