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.
Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approachFaculty Publications
Date IssuedJanuary 2007
Date AvailableApril 2011
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