An empirical analysis of buying behaviour in UK high street womenswear retailing using the Dirichlet model
Clothes shopping behaviour is thought to be characterized by a high degree of segmentation but there appears to be little previous research to validate these assumptions. In addition, the belief that clothes shoppers are fickle has led to scepticism regarding the ability of empirical models to analyse consumer behaviour in this sector. However, an empirical analysis of 'Fashiontrak' data compiled by Taylor Nelson Sofres plc using the Dirichlet model highlights regular and predictable patterns of consumer behaviour; there appears to be little difference between how shoppers frequent womenswear retailers and how they buy fast-moving consumer goods brands despite major structural differences between the two (such as purchase frequency, pricing levels, durability of the product). The implications that these observations have on customer loyalty, marketing planning, store patronage and store location and performance planning are discussed.
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