haku: @author Kim, B-D. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Kim, B-D. Park, K. |
| Otsikko: | Studying patterns of consumer's grocery shopping trip |
| Lehti: | Journal of Retailing
1997 : VOL. 73:4, p. 501-517 |
| Asiasana: | CONSUMER BEHAVIOUR GROCERY TRADE SHOPPING MODELS |
| Kieli: | eng |
| Tiivistelmä: | Previous research on the issue has focused on studying the relationship btw. shopping frequency and shopper's demographic characteristics. Recognizing that shoppers are heterogeneous in terms of their shopping trip regularity as well as shopping frequency, the study proposes a mixture model of the exponential and the Erlang-2 distribution with heterogeneous frequency for shopping trip intervals. It is found that 70 % of shoppers visit grocery stores with random intervals and 30 % with relatively fixed intervals. It is also found that clear differences between these "random" and "routine" shoppers are found in terms of several demographic and purchase behavioral characteristics. Finally, managerial implications of segmenting shoppers by their shopping trip regularity are discussed. |
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