Purpose – The mere presence of categories, irrespective of their content, positively influences the satisfaction of choosers who are unfamiliar with the choice domains. In the present research the main goal is to analyze how a complex product category is categorized internally by consumers,...

Purpose – Online auctions have attracted emotional shoppers through exciting shopping processes such as searching and bidding. The recreational and emotional worth of online auction shopping forces auction retailers to develop tailored strategies for their consumers. To this end, this study...

Purpose – The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for constructing typologies of internet users and for assessing the invariance of clusters across national cultures. This...

Multidimensional scaling and cluster analysis techniques are commonly employed for the analysis of consumer perceptions of products. However, within the past 10‐15 years, a growing volume of research has shown that the processes underlying similarities judgements of stimuli are incompatible...

Understanding the factors which are influential in the choice to purchase a service (or product) may be insufficient for the basis of a marketing strategy. It is also important to understand the interrelationships among these choice factors. Customers, or groups of customers may place a...

Purpose – Ind suggests front line employees can be segmented according to their level of brand-supporting performance. His employee typology has not been empirically tested. The paper aims to explore front line employee performance in retail banking, and profile employee types....

Purpose – The purpose of this study is to examine whether consumers demonstrate a multi-dimensional understanding of sustainability in their decision-making and addresses the situational influence of confidence and compromise on sustainable product choices. Design/methodology/approach –...

Describes the results of a survey of Bulgarian companies as part of a larger project funded by The European Commission. Investigates the marketing attitudes and approaches of Bulgarian companies using a mailed questionnaire based on a set of preliminary in‐depth interviews and analyses the...

Examines the processes of cluster analysis and describes them using an example of benefit segmentation, and also discusses other applications suggesting new directions of research in related fields. Bases an example study with 200 early respondents to a survey into sixth formers' choice of...

Suggests that segmentation technology has become increasingly sophisticated in recent years and the role of multi‐dimensional techniques in marketing analysis is increasingly being recognised. Proposes that rather than segmenting a market by one or two criteria, cluster analysis enables...