search query: @journal_id 807 / total: 3
reference: 2 / 3
| Author: | Jarrat, D. |
| Title: | A shopper taxomony for retail strategy development |
| Journal: | Retail, Distribution and Consumer Research
1996 : APR, VOL. 6:2, p. 196-215 |
| Index terms: | RETAILING STRATEGY DEVELOPMENT |
| Language: | eng |
| Abstract: | Segmentation of shoppers has been explored by many academic researchers and business practitioners seeking to understand shopping behavior or to develop marketing strategies for particular customer groups. Market segmentation holds the key to successful marketing strategy as it encourages understanding of the key variables that differentiate specific segments. The shopper taxonomy determined through this study is based on a set of variables that is relevant and appropriate for shopper segmentation and reflects the key aspects important to shoppers in motivating shopping behavior towards a specific retail location. |
SCIMA