Bourlakis, M.; Ness, M.; Priporas, C.

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

Article

Bourlakis, M., Ness, M. and Priporas, C. 2006. The Greek food shopper: segmentation on the basis of attitudes to store features. EuroMed Journal of Business. 1 (2), pp. 29-49.

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Type	Article
Title	The Greek food shopper: segmentation on the basis of attitudes to store features
Authors	Bourlakis, M., Ness, M. and Priporas, C.
Abstract	The paper reports the results of a study of food 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 segments in terms of shopping behaviour and attitudes to store features. The main research instrument is a survey of adult Greek grocery shoppers in the metropolitan area of the city of Thessaloniki. The empirical results indicate that there are three dimensions that underlie the importance 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 loyalty, and motives for regular store choice.
Research Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	Emerald Publishing Limited
Journal	EuroMed Journal of Business
ISSN	1450-2194
Deposited	23 Oct 2012
Output status	Published
Web address (URL)	http://dx.doi.org/10.1108/14502190610750153
Language	English

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