Psychographic Profiles of Patronage Preference Groups

Darden, William R.; Ashton, Dub
December 1974
Journal of Retailing;Winter74/75, Vol. 50 Issue 4, p99
Academic Journal
The article presents psychographic profiles of patronage preference groups. This article explores yet another aspect of the interface between store and shopper. It suggests that patronage can be segmented by store attribute preferences and that these preference groups have different life styles. It seems reasonable to assume that shoppers with differing life styles have differing requirements for a given type of retail institution. For example, a study found differences between ghetto and suburban blacks in their perceptions of food store attributes. In particular, the shopping orientations of suburban housewives in the study reported in this article were hypothesized to relate to select supermarket attribute preferences. For example, the economic, discount, and depersonalizing shopper may prefer supermarkets not offering stamps or other promotions. Supermarkets appeared ideal to investigate, since it was found little association between the preference rankings by customers of supermarket attributes and the rankings by supermarket management of store factors in terms of perceived customer preferences.


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