In the present study, the authors propose a segmentation schema based on patterns of e‐browsing and e‐purchasing. We …

Some major segmentation issues in retail banking are examined. It is found that primary institutions are associated …

the study. As hybrid consumers do not fall into distinct and stable categories, traditional marketing and segmentation … segmentation practices suggest. Originality/value – The authors are not aware of hybrid consumption having been studied and … categorised in this way before in academic research. New approaches to studying consumer behaviour, segmentation and marketing are …