A Preliminary Study of Heavy and Light Users of Retail Services
14 Pages Posted: 11 Jul 2015
Date Written: 2011
The purpose of the study is to investigate differences in purchase-related profiles between heavy and light users of four common retail service categories. The findings indicate that, when controlling for category, heavy users have a larger purchase volume, have had experience with more brands, are familiar with more outlets, and would consider a larger number of outlets in future purchases. Light users, on the other hand, concentrate a larger percentage of their purchases from the most-purchased outlet and also are more brand insistent. No differences were found between heavy and light users regarding perceived risk or the number of brands considered before purchase. The findings also reveal that major differences in size for each of the variables under study are evident across the service categories.
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