Customer segmentation in retailing based on retail brand patronage patterns

@article{David2015CustomerSI,
  title={Customer segmentation in retailing based on retail brand patronage patterns},
  author={N. David and Hanna Schramm-Klein and Olaf N. Rank and G. Wagner},
  journal={The International Review of Retail, Distribution and Consumer Research},
  year={2015},
  volume={25},
  pages={449 - 459}
}
In this study, we propose an alternative method for customer segmentation based on households’ retail brand portfolios. We suggest blockmodeling, a method that is rooted in social network analysis, to identify homogeneous groups of customers being characterized by similar patronage patterns. In a second step, we combine this method with psychometric analyses to examine group differences based on sociodemographic and purchasing behavior variables. To illustrate our approach, we use a sample of… Expand
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