Topic: behavioural segmentation

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behavioural segmentation

This topic currently groups 1 published articles across 1 issues.

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Topic Article

Behavioural segmentation using store scanner data in retailing: Exploration and exploitation in frequently purchased consumer goods markets

Cheng Luo • Oscar de Bruijn • Yu-Wang Chen

Volume 10 Issue 1 · 04 Nov 2015

Consumers treat and react to promotions diversely in terms of their promotion proneness and variety seeking tendency. This paper investigates 589 consumers with 169678 transaction records in the US salt-snack market ran…

Consumer behavioural evolvement behavioural segmentation promotion exploration and exploitation retailing store scanner data.