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Keywords: Path-to-purchase
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Journal Articles
Conceptualizing a path-to-purchase framework and exploring its role in shopper segmentation
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International Journal of Retail & Distribution Management (2016) 44 (8): 776–798.
Published: 08 August 2016
...Robert Paul Jones; Rodney C. Runyan Purpose The purpose of this paper is to explore a conceptualization of shopper as behaviourally distinct from consumer. The authors seek to identify elements foundational to shopper behaviour, using insights from the extant literature. A path-to-purchase...
