The roles of demographics, purchase histories, and shopper decision-making styles in predicting consumer catalog loyalty

Abstract

This article examines the power of demographics, purchase histories, and consumer decision-making styles to predict catalog loyalty behavior. Based on data from two surveys of women's apparel catalog item buyers, the study finds that repeat-prone customers are distinguishable from switchers on several measures. Decision-making style segments exist among regular apparel catalog shoppers that work in combination with demographics and purchase frequencies to predict the probability of loyalty behavior, providing the basis for positioning strategies that appeal to repeat-prone market segments.