search query: @author Lockshin, L. / total: 2
reference: 1 / 2
« previous | next »
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. |
« previous | next »
SCIMA