Segmentation of loyal Consumers in Retailing Context from the Latent Approach

The identification of retail consumer profiles is key for designing actions oriented towards the most profitable segments. Study of market heterogeneity is evolving towards latent segmentation methodology. Our proposal is to analyse the capacity of satisfaction, commitment and offline and online word-of-mouth as segmentation criteria to identify heterogeneous groups of consumers. A random sample of 785 shoppers in four sectors of retail activity provides 5 statistically different segments with different socio-demographic profiles. These results provide important managerial implications and future lines of research.