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| Tekijä: | McDonald, W. |
| Otsikko: | Home shopping channel customer segments: a cross-cultural perspective |
| Lehti: | Journal of Direct Marketing
1995 : AUTUMN, VOL. 9:4, p. 57-67 |
| Asiasana: | ELECTRONIC SHOPPING CUSTOMERS DIRECT SELLING |
| Kieli: | eng |
| Tiivistelmä: | This article describes a cross-cultural study of customer segments in the home shopping channel market. The data for this analysis come from 274 personal interviews conducted in the United States, the United Kingdom, and Mexico. The findings reveal shopper motivation segments that do not differ significantly by country, providing a basis for common marketing approaches across national boundaries. |
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