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Clustering of groups of regular customers in horticultural retail stores in Austria

Author

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  • Gabriel, Andreas
  • Menrad, Klaus

Abstract

In recent years there were significant changes in the distribution structures in horticulture retail trade. Thereby the decrease of traditional specialized retail gardening traders in favour of the chain stores/garden centres and the DIY sector forces the gardeners to orient their service and their marketing strategies more closely to their customers. A vague knowledge about the needs, wishes and motives of the own customers and their shopping behaviour permits only a "grey-in-grey"-marketing, which does not take into account the specific characteristics of differing customer groups in horticultural retail stores.

Suggested Citation

  • Gabriel, Andreas & Menrad, Klaus, 2008. "Clustering of groups of regular customers in horticultural retail stores in Austria," Conference Papers 62003, University of Weihenstephan-Triesdorf, Straubing Centre of Science.
    • Handle: RePEc:ags:uwtscp:62003
    DOI: 10.22004/ag.econ.62003
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    File URL: https://ageconsearch.umn.edu/record/62003/files/Customer%20Groups%20Austria-2008.pdf
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    Keywords

    Consumer/Household Economics; Marketing;

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