Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/22062
Author(s): | Alturas, B. Santos, M-C. |
Date: | 2009 |
Title: | Direct selling: consumer profile, clusters and satisfaction |
Volume: | 23 |
Pages: | 47 - 68 |
ISSN: | 1867-8785 |
DOI (Digital Object Identifier): | 10.1007/978-3-8349-8203-2_3 |
Keywords: | Direct selling Non-store retailing Customer buying behaviour Customer satisfaction Cluster segmentation |
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. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CLI - Capítulos de livros internacionais ISTAR-CLI - Capítulos de livros internacionais |
Files in This Item:
File | Description | Size | Format | |
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Paper ERR 2009 final version.pdf | Versão Aceite | 256,7 kB | Adobe PDF | View/Open |
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