Using product, brand and purchasing involvement for retail segmentation

Abstract Consumer involvement with a particular product category has yielded rich results for retail marketing strategy. This research extends the concept by adding brand decision involvement and purchasing involvement as well to derive retail customer segments. An intercept sample of 368 shoppers in four different types of wine shops is used to derive five clusters of shoppers. The typology is validated internally and externally. The clusters derived show strong differences across both purchase behaviour and response to marketing strategies, providing an initial test of the efficacy of using different types of involvement to understand shopping behaviour

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