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

Jaishankar Ganesh, Kristy E. Reynolds, Michael G. Luckett

Journal of the Academy of Marketing Science · 2007 · Volume 35 · Issue 3

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.

Keywords

Retailers, Consumers, Shopper typologies

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