Evaluating category performances in category management: an empirical regional study
2011
Papamanousakis, G.
This thesis aims to identify regional properties of product categories and consumer perceptions and preferences to relevant grocery retailing product categories, in the Greek island of Crete and its three major cities. The dataset for this research was collected through personal interviews, conducted in and/or around the store, and in public spaces from a sample of 2,000 consumers, distributed in three major cities in Crete. Ten product hyper-categories consisting of 103 product categories were identified through the regional grocery retailers. The initial data analysis focused on the data quality assurance and overall profile of the sample. Later, two bivariate analysis tools: rank-order and product-moment correlation, were employed. Afterwards, categorical principal component analysis was applied for clustering customer segments with similar demographic and consumption patterns. The study introduces a regional overview of category management practices and provides detailed identification of the grocery retail market. This study also shows the mainstream profile in a relatively small regional retail market.
Показать больше [+] Меньше [-]Ключевые слова АГРОВОК
Библиографическая информация
Эту запись предоставил Mediterranean Agronomic Institute of Chania