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Title: Direct selling: consumer profile, clusters and satisfaction
Authors: Alturas, B.
Santos, M-C.
Keywords: Direct selling
Non-store retailing
Customer buying behaviour
Customer satisfaction
Cluster segmentation
Issue Date: 2009
Publisher: Gabler Verlag
Abstract: This study examines the determinants of customer choice of direct selling and satisfaction of the consumer. We obtained survey data for 378 Portuguese consumers and carried out a hierarchical cluster and a logit analysis to assess the buyers’ profile, choice criteria and satisfaction. We found that the profile pattern influences the level of direct selling preference and satisfaction. The results led to identification of three specific clusters and confirmed the importance of the buyer’s experience with this way of shopping. The interactive nature of direct selling renders the customer highly permeable to the salesperson’s influence. These findings contribute to a better understanding and prediction of post-consumption behaviour.
Peer reviewed: yes
DOI: 10.1007/978-3-8349-8203-2_3
ISSN: 1867-8785
Appears in Collections:BRU-CLI - Autoria de capítulos de livros internacionais
ISTAR-CLI - Capítulos de livros internacionais

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