Older shopper types from store image factors

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• 作者：Robert J. Angell ; Phil Megicks ; Juliet Memery ; Troy W. Heffernan
• 关键词：Older shoppers ; Shopper typology ; Grocery shopping ; Store choice ; Cluster analysis
• 刊名：Journal of Retailing and Consumer Services
• 出版年：March, 2014
• 年：2014
• 卷：21
• 期：2
• 页码：192-202
• 全文大小：421 K

文摘

This study aims to characterise the older shopper by exploring unobserved heterogeneity within the segment and developing an older shopper typology from an empirically derived store image scale. Store attribute theory informed a two-stage research design. Firstly, a 鈥榩ool鈥?of salient store attributes was identified through in-depth interviews. Scales were then developed and quantitatively tested using data collected through a household postal survey. Seven store image factors emerged, forming the basis of the typology. Five clusters were subsequently profiled using behavioural and demographic variables: Prudent neutrals, All-Round demanders, Reluctant casuals, Demanding sociables, and Affluent utilitarians. A discussion of the resultant classification's utility in terms of retail strategy, including opportunities for better targeting through adjustment of the retail offer, is presented. This study develops a store image scale that reflects the importance of store choice decisions of older shoppers, extending store image research by providing contemporary insights into the requirements of older shoppers in a changing retail environment.