Identifying X-Consumers Using Causal Recipes: "Whales" and "Jumbo Shrimps" Casino Gamblers
X-consumers are the extremely frequent (top 2–3%) users who typically consume 25% of a product category. This article shows how to use fuzzy-set qualitative comparative analysis (QCA) to provide “causal recipes” sufficient for profiling X-consumers accurately. The study extends Dik Twedt’s “heavy-ha...
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| Format: | Journal Article |
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Springer New York LLC
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/35424 |