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Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach
USF St. Petersburg campus Faculty Publications
  • Jaishankar Ganesh
  • Kristy E. Reynolds
  • Michael Luckett
SelectedWorks Author Profiles:

Michael G. Luckett

Document Type
Publication Date
Date Issued
January 2007
Date Available
April 2011

The 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.

Abstract only. Full-text article is available through licensed access provided by the publisher. Published in Journal of the Academy of Marketing Science, 35(3), 369-381. Members of the USF System may access the full-text of the article through the authenticated link provided.
Academy of Marketing Science
Creative Commons License
Creative Commons Attribution-Noncommercial-No Derivative Works 4.0
Citation Information
Journal of the Academy of Marketing Science, vol. 35, no. 3