The Greek food shopper: Segmentation on the basis of attitudes to store features

  1. Lookup NU author(s)
  2. Dr Mitchell Ness
  3. Professor Michael Bourlakis
Author(s)Ness MR, Bourlakis MA, Priporas C-V
Publication type Article
JournalEuromed Journal of Business
ISSN (print)1450-2194
ISSN (electronic)1758-888X
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The paper repors the results of a study of shopping behaviour in Greece. It is concerned with establishing the dimensions underlying shoppers' evaluations of their regular supermarket store attributes, exploring the existence of shopper segments and subsequently, identifying the sgements in terms of shopping behaviour and attitudes to store features. The main reseach instrument is a survey of adult Greek shoppers in the metropolitan city of Thessaloniki. The empirical results indicate that ther are three dimensions that underlie th eimportance of store features. These are defined respectively as 'Store design and variety', Personnel and service', and 'Convenient location'. The application of cluster analysis to the dimensions factor scores reveals four clusters. The characteristics of each cluster are described by average factor scores on the dimensions of store features, demographic characteristics, attitudes to store features, store lotalty, and motives for regular store choice.
PublisherEmerald Group Publishing Ltd.
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