IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v41y2018icp142-152.html
   My bibliography  Save this article

Customer segmentation with purchase channels and media touchpoints using single source panel data

Author

Listed:
  • Nakano, Satoshi
  • Kondo, Fumiyo N.

Abstract

This study examines how customers use multiple channels and media in modern retail environments. It segments customers by using Latent-Class Cluster Analysis, which focuses on the purchase channels of bricks-and-mortar and online stores, media touchpoints of PC, mobile, and social media, and psychographic and demographic characteristics. It extends the framework of prior research by analyzing 2595 Japanese single source panelists’ data in which purchase scan panel data on low-involvement, more frequently purchased categories, media contact log data, and survey data are tied to the same ID. The analyses reveal seven segments including the properties of research shoppers and multichannel enthusiasts.

Suggested Citation

  • Nakano, Satoshi & Kondo, Fumiyo N., 2018. "Customer segmentation with purchase channels and media touchpoints using single source panel data," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 142-152.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:142-152
    DOI: 10.1016/j.jretconser.2017.11.012
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969891730471X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2017.11.012?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Paul Klemperer, 1995. "Competition when Consumers have Switching Costs: An Overview with Applications to Industrial Organization, Macroeconomics, and International Trade," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 62(4), pages 515-539.
    2. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    3. Vermunt, Jeroen K., 2010. "Latent Class Modeling with Covariates: Two Improved Three-Step Approaches," Political Analysis, Cambridge University Press, vol. 18(4), pages 450-469.
    4. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    5. Rohm, Andrew J. & Swaminathan, Vanitha, 2004. "A typology of online shoppers based on shopping motivations," Journal of Business Research, Elsevier, vol. 57(7), pages 748-757, July.
    6. Dholakia, Utpal M. & Kahn, Barbara E. & Reeves, Randy & Rindfleisch, Aric & Stewart, David & Taylor, Earl, 2010. "Consumer Behavior in a Multichannel, Multimedia Retailing Environment," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 86-95.
    7. Midgley, David F & Dowling, Grahame R, 1978. "Innovativeness: The Concept and Its Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(4), pages 229-242, March.
    8. Sajad Rezaei & Wan Khairuzzaman Wan Ismail, 2014. "Examining online channel selection behaviour among social media shoppers: a PLS analysis," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(1), pages 28-51.
    9. Sands, Sean & Ferraro, Carla & Campbell, Colin & Pallant, Jason, 2016. "Segmenting multichannel consumers across search, purchase and after-sales," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 62-71.
    10. Ström, Roger & Vendel, Martin & Bredican, John, 2014. "Mobile marketing: A literature review on its value for consumers and retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1001-1012.
    11. Provencher, Bill & Bishop, R.C.Richard C., 2004. "Does accounting for preference heterogeneity improve the forecasting of a random utility model? A case study," Journal of Environmental Economics and Management, Elsevier, vol. 48(1), pages 793-810, July.
    12. Peter M. Guadagni & John D. C. Little, 2008. "Commentary—A Logit Model of Brand Choice Calibrated on Scanner Data: A 25th Anniversary Perspective," Marketing Science, INFORMS, vol. 27(1), pages 26-28, 01-02.
    13. Chiou-Wei, Song-Zan & Inman, J. Jeffrey, 2008. "Do Shoppers Like Electronic Coupons?," Journal of Retailing, Elsevier, vol. 84(3), pages 297-307.
    14. Ganesan, Shankar & George, Morris & Jap, Sandy & Palmatier, Robert W. & Weitz, Barton, 2009. "Supply Chain Management and Retailer Performance: Emerging Trends, Issues, and Implications for Research and Practice," Journal of Retailing, Elsevier, vol. 85(1), pages 84-94.
    15. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    16. Pradeep K. Chintagunta & Junhong Chu & Javier Cebollada, 2012. "Quantifying Transaction Costs in Online/Off-line Grocery Channel Choice," Marketing Science, INFORMS, vol. 31(1), pages 96-114, January.
    17. Peter M. Guadagni & John D. C. Little, 2008. "A Logit Model of Brand Choice Calibrated on Scanner Data," Marketing Science, INFORMS, vol. 27(1), pages 29-48, 01-02.
    18. Melis, Kristina & Campo, Katia & Breugelmans, Els & Lamey, Lien, 2015. "The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?," Journal of Retailing, Elsevier, vol. 91(2), pages 272-288.
    19. Zhang, Jie & Farris, Paul W. & Irvin, John W. & Kushwaha, Tarun & Steenburgh, Thomas J. & Weitz, Barton A., 2010. "Crafting Integrated Multichannel Retailing Strategies," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 168-180.
    20. Konuş, Umut & Verhoef, Peter C. & Neslin, Scott A., 2008. "Multichannel Shopper Segments and Their Covariates," Journal of Retailing, Elsevier, vol. 84(4), pages 398-413.
    21. De Keyser, Arne & Schepers, Jeroen & Konuş, Umut, 2015. "Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 453-456.
    22. Sonja Gensler & Peter Verhoef & Martin Böhm, 2012. "Understanding consumers’ multichannel choices across the different stages of the buying process," Marketing Letters, Springer, vol. 23(4), pages 987-1003, December.
    23. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kondo, Fumiyo N. & Okubo, Taishi, 2022. "Understanding multi-channel consumer behavior: A comparison between segmentations of multi-channel purchases by product category and overall products," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Sands, Sean & Ferraro, Carla & Campbell, Colin & Pallant, Jason, 2016. "Segmenting multichannel consumers across search, purchase and after-sales," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 62-71.
    3. Valentini, Sara & Neslin, Scott A. & Montaguti, Elisa, 2020. "Identifying omnichannel deal prone segments, their antecedents, and their consequences," Journal of Retailing, Elsevier, vol. 96(3), pages 310-327.
    4. João M. Lopes & Ana Sousa & Eva Calçada & José Oliveira, 2022. "A citation and co-citation bibliometric analysis of omnichannel marketing research," Management Review Quarterly, Springer, vol. 72(4), pages 1017-1050, December.
    5. Barwitz, Niklas & Maas, Peter, 2018. "Understanding the Omnichannel Customer Journey: Determinants of Interaction Choice," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 116-133.
    6. Paula Rodríguez–Torrico & Sonia San–Martín & Rebeca San José Cabezudo, 2020. "Consumer behavior using multiple channels: a review," DOCFRADIS Working Papers 2002, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2020.
    7. Hu, Tun-I & Tracogna, Andrea, 2020. "Multichannel customer journeys and their determinants: Evidence from motor insurance," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Frasquet, Marta & Ieva, Marco & Ziliani, Cristina, 2021. "Online channel adoption in supermarket retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Hallikainen, Heli & Alamäki, Ari & Laukkanen, Tommi, 2019. "Individual preferences of digital touchpoints: A latent class analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 386-393.
    10. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Cocco, Helen & Demoulin, Nathalie T.M., 2022. "Designing a seamless shopping journey through omnichannel retailer integration," Journal of Business Research, Elsevier, vol. 150(C), pages 461-475.
    12. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2020. "Combining channels to make smart purchases: The role of webrooming and showrooming," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    13. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2019. "Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 1-15.
    14. Ngoh, Cheryl-lyn & Groening, Christopher, 2022. "The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    15. Frasquet, Marta & Ieva, Marco & Ziliani, Cristina, 2019. "Understanding complaint channel usage in multichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 94-103.
    16. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    17. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    18. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    19. Blömker, Jan & Albrecht, Carmen-Maria, 2024. "Psychographic segmentation of multichannel customers: investigating the influence of individual differences on channel choice and switching behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    20. Schneider, Patricia J. & Zielke, Stephan, 2020. "Searching offline and buying online – An analysis of showrooming forms and segments," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:142-152. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.