Значимость воспринимаемого потребителями риска в ретейловой стратегии
Митчелл В., Харрис Г.

Концептуальная структура;
Воспринимаемый риск в розничной торговле;
Методология;
Сбор данных;
Результаты;
Обсуждение и выводы;

Ключевые слова: потребительское поведение, потребительский риск, рыночная позиция компании, розничная торговля, Великобритания

Аннотация

В статье предлагается и исследуется метод, который поможет ретейлерам понять, как осуществляется выбор магазина
потребителями продовольственных товаров. Результат этого процесса обусловлен такими взаимосвязанными факторами, как атрибуты магазина, покупательские мотивы и измерения
риска. Статья может помочь менеджерам розничных торговых точек в разработке последовательной и четкой стратегии
позиционирования.

Журнал: «Маркетинг и маркетинговые исследования» — №4, 2007 (© Издательский дом Гребенников)
Объем в страницах: 19
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Митчелл Винсент-Уэйн

Профессор потребительского маркетинга факультета менеджмента, Школа бизнеса Кэсс (Cass Business School). Специалист в области маркетинговых исследований, ретейл-брендинга, потребительского поведения.

Лондон, Великобритания

Харрис Грег

Преподаватель маркетинга факультета менеджмента, Школа бизнеса Кэсс (Cass Business School). Специалист в области рекламы.

Лондон, Великобритания