An effort to analyse the relation between shopping behaviour and product buying behaviour


In this paper an effort is being made to show that consumer data is a very relevant source of information for retailing. Prom the outset it is the intention to extract from the data a typology which on the one hand is sufficiently articulate for defining consumer groups and on the other hand complies with the demand for continuous analysis of competitors. In this way operational Shopping Behaviour Scales should be arrived at.

A. H. J. van Heteren


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