Grocery Shopping Channels: Segmentation by Gender and Age Group
Grocery Shopping Channels: Segmentation by Gender and Age Group
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杂货购物渠道：按性别和年龄组细分
DOI：
10.22158/jbtp.v7n3p124
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发表时间：
2019
期刊：
影响因子：
--
通讯作者：
Youn
中科院分区：
文献类型：
--
作者：
J. Whaley;Songyee Hur;Youn
通过在线和多渠道（使用实体店和在线）购买杂货的情况一直在增加。尽管实体店仍然是杂货店购物的主要形式，但研究杂货店渠道消费模式的研究未能显示出这一增长的在线或多渠道杂货店购物浪潮。使用7212名杂货店购物者的二级数据集，我们使用相应的分析来识别基于与特定渠道（实体店，在线和多渠道）相关的性别和年龄组的杂货店购物者细分，并使用GLM来检查各个细分市场的消费模式。我们提供了理论和实践的影响，杂货店营销。
Grocery shopping via online and multi-channel (using both physical stores and online) has been increasing. Although physical stores still serve a dominant format for grocery shopping, the research examining consumption patterns across grocery channels fails to show this wave of increasing online or multi-channel grocery shopping. Using a secondary data set of 7212 grocery shoppers, we used corresponding analysis to identify grocery shopper segments based on gender and age group that were associated with specific channels (physical store, online, and multi-channel), and GLM to examine consumption patterns across the segments. We offer both theoretical and practical implications for grocery marketers.