The Shopping Matrix and Marketing Strategy
Open Access
- 1 May 1965
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 2 (2) , 128-132
- https://doi.org/10.1177/002224376500200202
Abstract
Before purchasing, consumers may examine one brand or a number and shop one store or several. Their behavior can be described in a “shopping matrix.” Investigation of such patterns revealed differences, not only between consumers and product classes, but also between brands, within the same product class, suggesting the potential value of such analysis in formulating marketing strategy.Keywords
This publication has 3 references indexed in Scilit:
- Retail Strategy and the Classification of Consumer GoodsJournal of Marketing, 1963
- Report of the Definitions CommitteeJournal of Marketing, 1948
- Report of the Definitions CommitteeJournal of Marketing, 1948