Customer segmentation with purchase channels and media touchpoints using single source panel data

Satoshi Nakano and Fumiyo N. Kondo

Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 142-152

Abstract: This study examines how customers use multiple channels and media in modern retail environments. It segments customers by using Latent-Class Cluster Analysis, which focuses on the purchase channels of bricks-and-mortar and online stores, media touchpoints of PC, mobile, and social media, and psychographic and demographic characteristics. It extends the framework of prior research by analyzing 2595 Japanese single source panelists’ data in which purchase scan panel data on low-involvement, more frequently purchased categories, media contact log data, and survey data are tied to the same ID. The analyses reveal seven segments including the properties of research shoppers and multichannel enthusiasts.

Keywords: Multichannel shopping behavior; Purchase stages; Latent-class cluster analysis; Behavioral data (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (28)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S096969891730471X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:142-152

DOI: 10.1016/j.jretconser.2017.11.012

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().