Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

The continuous interaction between retailers and their consumers has fascinated researchers for more than 50 years and has spurred the development of many measurement instruments. While a number of shopper typologies have been proposed, these studies have tended to employ dissimilar measures, samples and retail formats. As a result, the comparability and generalizability of findings are problematic. Using a multi-method, multi-format approach,...