A motivation based shopper typology for short term retail events

Datos Bibliográficos

ID12846320
AutoresZita Kelemen (0000-0002-2736-1653, Corvinus University of Budapest, autor de correspondencia), Ildikó Kemény (0000-0002-6738-8252, Corvinus University of Budapest)
Año2019
Volumen41
Número1
Páginas107-124
Fecha de publicación2019-02-20
Open AccessSí
TipoARTICLE
RevistaSociety and Economy (JOURNAL)
Identificadores de la revistaISSN: 1588-970X • E-ISSN: 1588-9726
EditorialAkadémiai Kiadó (PUBLISHER • HU)
DOI10.1556/204.2019.41.1.7
OpenAlexW2917808427
IdiomaEN
Citas recibidas1
Referencias citadas36

The study focuses on the analysis of a short term retail event. Its success is similar to Black Friday, but differs in underlying consumer motivations. Using a mixed methodology, phenomenological interviews provided in-depth understanding of the participants’ lived experiences followed by an online survey with a sample size of 761 respondents. Exploratory factor analyses has been used to differentiate three distinctive groups with hierarchical cluster analysis. By adopting the ANOVA method, clusters and hypothesis were further analysed. This study is the first to employ quantitative study for a shopper taxonomy of such an event. Our results contribute valuable insights into retail shopping orientation and shopper taxonomic scheme literatures. The finding that a short term retail event’s shoppers form distinct groups of consumers indicates a new way of customers embracing retail events. Our research has identified three distinct shopper clusters based on the different weight of task and social orientations: Loyalists, Enthusiasts, Newbies. Each group applies different strategies to satisfy personal goals. The present shopper taxonomy offers new strategic ways to increase retail performance by targeting the most valuable customers

Advertising · Business · Consumer behaviour · Event (particle physics · Exploratory factor analysis · Exploratory research · Geography · Sample (material · Sociology · Taxonomy (biology · Typology · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Customer Service Quality and Loyalty · Psychology · Marketing

Herramientas

Abrir DOISci-HubOpen Access