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| Tekijä: | Lockshin, L. Cohen, E. |
| Otsikko: | Using product and retail choice attributes for cross-national segmentation |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:7/8, p. 1236-1252 |
| Asiasana: | retailing marketing market segmentation consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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