Clustering of groups of regular customers in horticultural retail stores in Austria

Andreas Gabriel and Klaus Menrad

No 62003, Conference Papers from University of Weihenstephan-Triesdorf, Straubing Centre of Science

Abstract: In recent years there were significant changes in the distribution structures in horticulture retail trade. Thereby the decrease of traditional specialized retail gardening traders in favour of the chain stores/garden centres and the DIY sector forces the gardeners to orient their service and their marketing strategies more closely to their customers. A vague knowledge about the needs, wishes and motives of the own customers and their shopping behaviour permits only a "grey-in-grey"-marketing, which does not take into account the specific characteristics of differing customer groups in horticultural retail stores.

Keywords: Consumer/Household Economics; Marketing (search for similar items in EconPapers)
Pages: 2
Date: 2008-02
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uwtscp:62003

DOI: 10.22004/ag.econ.62003

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