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Retail patronage behavior and shopper typologies: a replication and extension using a multi-format, multi-method approach

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Michael G. Luckett

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The continuous interaction between retailers and their consumers has fascinated researchers for more than 50 years and has spurred the development of many measurement instruments. While a number of shopper typologies have been proposed, these studies have tended to employ dissimilar measures, samples and retail formats. As a result, the comparability and generalizability of findings are problematic. Using a multi-method, multi-format approach, this study replicates and extends past research findings to provide a comparable and generalizable typology of shoppers. Based on responses from nearly three thousand shoppers, the current study identifies the existence of five shopper sub-groups across multiple retail formats.


Abstract only. Full-text article is available through licensed access provided by the publisher. Published in Journal of the Academy of Marketing Science, 35(3), 369-381. Members of the USF System may access the full-text of the article through the authenticated link provided.




Academy of Marketing Science

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Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.