Table 6.

Segmentation Analysis: Comparison of Variable Means across Clusters.

	Cluster 1 (Amazon shoppers)	Cluster 2 (Brand-agnostic omnichannel shoppers)	Cluster 3 (Original format shoppers)
Amazon’s experience, service, & delivery	0.28	0.48	0.30
Amazon’s assortment, price, & convenience	0.27	−0.03	0.23
Amazon’s freshness & quality validation	−0.45	0.29	−0.58
Walmart’s experience, service, & delivery	−0.57	0.27	−0.60
Walmart’s assortment, price, & convenience	−0.53	−0.09	−0.06
Walmart’s freshness & quality validation	−0.22	0.53	0.35
Gender (Female = 0, Male = 1)	0.40	0.43	0.32
Age	44.09	34.39	43.73
Married	0.43	0.63	0.61
Having children under 5	0.07	0.28	0.20
Having children 5–17	0.25	0.45	0.31
Having children 18 and older	0.15	0.08	0.11
Education: High school	0.10	0.23	0.23
Education: Some college	0.28	0.25	0.35
Education: College degree	0.49	0.35	0.29
Education: Master’s degree or higher	0.13	0.17	0.13
Income: Less than $25 k	0.09	0.13	0.17
Income: $25 k to $50 k	0.25	0.24	0.36
Income: $50 k to $100 k	0.47	0.34	0.32
Income: $100 k to $150 k	0.09	0.14	0.11
Income: $150 k or more	0.10	0.14	0.04
One person in household working	0.34	0.25	0.34
Two persons in household working	0.22	0.42	0.29