... and, in particular, the need to develop more appropriate methods of examining the behaviour of consumers within real‐life retail settings. As a first step in a study designed to assess the role of group identity in fashion clothing purchasing, this paper outlines an innovative methodological approach. Based...

... segmentation research by narrowing the gap between the academically oriented research on segmentation and the practical application of segmentation research. Applies the recommended methodology to a largescale investigation and discusses the empirical findings along with strategic implications for supermarket...