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| Author: | Rinne, H. Swinyward, W. |
| Title: | Segmenting the discount store market: the domination of the "difficult discounter core" |
| Journal: | International Review of Retail, Distribution and Consumer Research
1995 : APR, VOL. 5:2, p. 123-145 |
| Index terms: | MARKETS SEGMENTATION CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | This paper discusses a set of segmentation procedures and then illustrates them by means of a study of one thousand Christmas discount-store shoppers in the USA. The results reveal five segments, distinguished from each other on the basis of what the shoppers value in a discount store. |
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