Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

Jaishankar Ganesh, Kristy E. Reynolds, Michael Luckett

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageAmerican English
JournalDefault journal
StatePublished - Jan 1 2007

Keywords

  • Retailers
  • Consumers
  • Shopper typologies

Disciplines

  • Business
  • Marketing

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