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Type: Conference paper
Title: Where to shop? The influence of store choice characteristics on retail market segmentation
Author: Goodman, S.
Lockshin, L.
Remaud, H.
Citation: Proceedings of 5th International conference of the academy of wine business research, 2010: pp.1-7
Publisher: University of Auckland
Publisher Place: www
Issue Date: 2010
Conference Name: International Conference of the Academy of Wine Business Research (5th : 2010 : Auckland, New Zealand)
Statement of
Steve Goodman, Larry Lockshin and Hervé Remaud
Abstract: Consumers have a choice of a range of different types of wine stores where they can buy wine. Previous segmentation has looked at demographics or store location as the drivers of segmentation. In this study, we use Best Worst Scaling (BWS) to identify the reasons consumers choose different stores to shop for wine. An analysis of the reasons for choice result in three distinct segments, which can be broadly correlated to the different positioning of the three store types in the market. These attributes of store choice are better able to identify useful segments than demographics or location alone.
Keywords: Best worse
store choice
Rights: © 2010 Academy of International Business
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