Shopping styles and strategies and their relationship to in-store factors
This paper is concerned with increasing understanding of the mechanisms which determine how shoppers make purchasing decisions. It is particularly concerned with housewives shopping for branded packaged goods in self-service stores/supermarkets in the U.K. A background review is given in Part I of research which preceded the main study reported on. In this prior and preparatory research two main concepts were distinguished and methods of measuring each developed. These are: 1. Shopper types; 2. Types of purchasing decision.
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