Using behavioral data, two alternative segmentation methodologies, regression and cluster analysis, were compared on the basis of rigor, reliability, parsimony, interpretability and strategic implications for retailers. Regression analysis is the preferred methodology on all comparative performance measures. In addition, both psychographic and demographic descriptor variables make substantial contributions to the analysis of consumer shopping activities across retailers. Finally, the analysis reported here demonstrates high levels of cross-shopping, both within and across competitive retail sectors. The overall results lead to important strategic and tactical implications for apparel retailers.
The results of over 38 methodologically similar studies across retail sectors and across time are reviewed to identify determinant attributes which drive consumer store choice. Then several case studies are used to show how these results can and should be used to develop both strategic and tactical market positions within the various retail segments.
This paper focuses on the analysis of change across three distinct, but interrelated environments: i) consumer; ii) economic and iii) retailing. Past failures in retailing research have resulted from a lack of focus and direction and from attempts to diagnose the strategic implications of change in isolation from changes in the consumer and economic environments. The paper begins with a framework for analysis and an overview of change in the three separate environments. Later, several tracking studies examine different markets/countries over time as an example of how integrated research can aid in strategic planning for mass retailers. Here the focus is on changing consumer needs and changing retail merchandising strategies in the fashion, grocery and fast food industries.
This paper focuses on the analysis of change across three distinct, but interrelated environments: 1) consumer; 2) economic and 3) retailing. Past failures in retailing research have resulted from a lack of focus and direction and from attempts to diagnose the strategic implications of change in isolation from changes in the consumer and economic environments. The paper begins with a framework for analysis and an overview of change in the three separate environments. Later, several tracking studies examine different markets/countries over time as an example of how integrated research can aid in strategic planning for mass retailers. Here the focus is on changing consumer needs and changing retail merchandising strategies in the fashion, grocery and fast food industries. The concept of change, by definition, argues for studies which track and monitor consumers, the economic environment and retail structure oyer time. Through such an integrated research programme, the direction of cause and effect can be more accurately assessed. The examples which follow provide some evidence that changes initiated in any of the three environments have profound effects on the other two environments.
The study reported here is the first in a series of reports on the market position of the major department stores and specialty chains in the women's fashion market. Unlike most previous studies, this report covers only one product class and all tables and charts covering attitudes and shopping behaviour refer to that single product class.
The need to monitor market changes, competitive activities and own performance is satisfied with a measurement procedure based upon consumer attitudes. In addition to being simple and inexpensive to administer, the procedure demonstrates reliability, validity, and discrimination. Penetrating questions about store patronage can be answered with the use of this procedure.The study reported here has depended upon a measurement procedure in which validity and discrimination can be demonstrated. To fully appreciate this evidence, however, it is necessary to know the background and development of the market under study. A historical summary will be provided followed by a description and evaluation of the measurement procedure. In addition, this paper will illustrate three penetrating analyses of the data.