Preference Minorities and the Internet
Offline retailers face trading area and shelf space constraints, so they offer products tailored to the needs of the majority. Consumers whose preferences are dissimilar to the majority—"preference minorities"—are underserved offline and should be more likely to shop online. The authors us...
| Veröffentlicht in: | Journal of Marketing Research. - American Marketing Association. - 48(2011), 4, Seite 670-682 |
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| Format: | Online-Aufsatz |
| Sprache: | English |
| Veröffentlicht: |
2011
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| Zugriff auf das übergeordnete Werk: | Journal of Marketing Research |
| Schlagworte: | Business Arts Social sciences Political science Behavioral sciences Physical sciences |
| Online verfügbar |
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