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The Greek food shopper: Segmentation on the basis of attitudes to store features

Michael A. Bourlakis (Senior Lecturer, Brunel Business School, Brunel University, UK)
Mitchell R. Ness (School of Agriculture, Food and Rural Development, University of Newcastle upon Tyne, UK)
Constantinos ‐ Vasilios Priporas (University of Macedonia, Graduate Business School and the Technological Educational Institution of Serres, Greece)

EuroMed Journal of Business

ISSN: 1450-2194

Article publication date: 1 September 2006



The paper reports the results of a study of food shopping behaviour in Greece. It is concerned with establishing the dimensions underlying shoppers’ evaluations of their regular supermarket store attributes, exploring the existence of shopper segments and subsequently, identifying the segments in terms of shopping behaviour and attitudes to store features. The main research instrument is a survey of adult Greek grocery shoppers in the metropolitan area of the city of Thessaloniki. The empirical results indicate that there are three dimensions that underlie the importance of store features. These are defined respectively as ‘Store design and variety’, ‘Personnel and service’, and ‘Convenient location’. The application of cluster analysis to the dimensions factor scores reveals four clusters. The characteristics of each cluster are described by average factor scores on the dimensions of store features, demographic characteristics, attitudes to store features, store loyalty, and motives for regular store choice.



Bourlakis, M.A., Ness, M.R. and ‐ Vasilios Priporas, C. (2006), "The Greek food shopper: Segmentation on the basis of attitudes to store features", EuroMed Journal of Business, Vol. 1 No. 2, pp. 29-49.



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Copyright © 2006, Emerald Group Publishing Limited

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