Skip navigation
User training | Reference and search service

Library catalog

Retrievo
EDS
b-on
More
resources
Content aggregators
Please use this identifier to cite or link to this item:

acessibilidade

http://hdl.handle.net/10071/1167
acessibilidade
Title: Direct Selling: Finding Consumer Segments
Authors: Alturas, Bráulio
Santos, Maria da Conceição
Brites, Rui
Keywords: Direct selling
Consumer behaviour
Segmentation
Cluster analysis
Issue Date: 2006
Publisher: EIRASS - European Institute of Retailing and Services Studies
Abstract: This paper considers the segmentation of direct selling customers applying a quantitative approach with cluster analysis. Direct selling has been exhibited in the last decade a substantial growth in sales revenues and number of salespeople involved. Also the acceptance of the consumers is increasing; in spite of they are showing more and more demanding and informed. The literature reveals that some segmentation had been made, but we haven’t found any cluster analysis. The results show that three clusters have been identified with different characteristics. These results can have great importance for direct salespeople who seek better understanding and predict post consumption behaviours.
Peer reviewed: Sim
URI: http://hdl.handle.net/10071/1167
Appears in Collections:ADETTI-CRI - Comunicações a conferências internacionais

Files in This Item:
acessibilidade
File Description SizeFormat 
Paper EIRASS2006.pdf116.37 kBAdobe PDFView/Open


FacebookTwitterDeliciousLinkedInDiggGoogle BookmarksMySpace
Formato BibTex MendeleyEndnote Currículo DeGóis 

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.