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- Title
A Decomposition of Repeat Buying.
- Authors
Kumar, V.; Ghosh, Amit; Tellis, Gerard J.
- Abstract
The authors decompose repeat buying for frequently purchased nondurables. The results are very similar for two categories each over a different city and time period. A factor analysis of 18 measures of repeat buying obtains four principal factors that explain 79-85% of the variance: Preference, Inertia, Coupon Proneness and Impulse Buying. A cluster analysis of factors on these dimensions yields four segments, with distinct behavioral characteristics.
- Subjects
PURCHASING; CONSUMER behavior; NONDURABLE goods; SHOPPING; RETAIL industry; FACTOR analysis
- Publication
Marketing Letters, 1992, Vol 3, Issue 4, p407
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/BF00993924