Abstract
This study investigated the existence and nature of retail market segments based on shoppers’ emphasis on price, quality, and deals benefits. Five groups were found: Deal Seekers, Price Watchers, Quality Selectors, Quality Users, and Price-Quality Selectors. In general, those who seek mainly quality benefits depend on national brands and brand loyalty as selection criteria. Those who emphasize price and deal benefits are willing to take a chance with different products to reach their shopping goals. Those who want to maximize both price and quality benefits show greater concern about making the right decision than those who concentrate on price comparison when selecting products.
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Lookinland, T.L., Carvalho, G.J., Granzin, K.L. (2015). An Investigation of Price-, Quality-, and Deal-Oriented Retail Market Segments. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_24
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DOI: https://doi.org/10.1007/978-3-319-16946-0_24
Publisher Name: Springer, Cham
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