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|Title:||Where to shop? The influence of store choice characteristics on retail market segmentation|
|Citation:||Proceedings of 5th International conference of the academy of wine business research, 2010: pp.1-7|
|Publisher:||University of Auckland|
|Conference Name:||International Conference of the Academy of Wine Business Research (5th : 2010 : Auckland, New Zealand)|
|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; wine|
|Rights:||© 2010 Academy of International Business|
|Appears in Collections:||Business School publications|
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