An investigation of experience-orientated consumers in retailing

1 October 1990

journal article
research article
Published by Taylor & Francis in The International Review of Retail, Distribution and Consumer Research

Vol. 1 (1) , 101-118
https://doi.org/10.1080/09593969000000008

Abstract

Experience-orientated marketing is based on the concept that many buyers enjoy shopping and regard it as a leisure-time activity. This study comprises an empirical investigation of what customers understand by experience-orientated buying, the type of consumer attracted by it, and the consequences for store location, design etc. Using the environmental psychological behaviour model of Mehrabian and Russell as a basis, an investigation was conducted in a leading clothing department store in Paderborn, West Germany. Cluster analysis was used to categorize buyers as ‘indolent’, ‘sensual’ or ‘young extremists’;. The nature of these clusters is examined, as well as the implications for the retail marketing of clothing.

Keywords

This publication has 1 reference indexed in Scilit:

Multivariate Analysemethoden
Published by Springer Nature ,1987