Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approachFaculty Publications
Date IssuedJanuary 2007
Date AvailableApril 2011
AbstractThe continuous interaction between retailers and their consumers has fascinated researchers for more than 50 years and has spurred the development of many measurement instruments. While a number of shopper typologies have been proposed, these studies have tended to employ dissimilar measures, samples and retail formats. As a result, the comparability and generalizability of findings are problematic. Using a multi-method, multi-format approach, this study replicates and extends past research findings to provide a comparable and generalizable typology of shoppers. Based on responses from nearly three thousand shoppers, the current study identifies the existence of five shopper sub-groups across multiple retail formats.
PublisherAcademy of Marketing Science
Creative Commons LicenseCreative Commons Attribution-Noncommercial-No Derivative Works 4.0
Citation InformationJournal of the Academy of Marketing Science, vol. 35, no. 3