| Accessibility | (1) The degree to which customers can easily get into and out of a shopping center; (2) ability of the retailer to deliver the appropriate retail mix to the customers in the segment. |
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| benefit segmentation | A method of segmenting a retail market on the basis of similar benefits sought in merchandise or services. |
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| brand loyalty | An example of habitual decision making that occurs when consumers like and consistently buy a specific brand in a product category. |
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| buying process | The stages customers go through to purchase merchandise or services. |
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| buying situation segmentation | A method of segmenting a retail market based on customer needs in a specific buying situation such as a fill-in shopping trip versus a weekly shopping trip. |
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| buzz | Genuine, street-level excitement about a hot new product. |
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| compatibility | The degree to which the fashion is consistent with existing norms, values, and behaviors. |
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| complexity | Refers to how easy it is t understand and use a new fashion. Consumers have to learn how to incorporate a new fashion into their lifestyle for it to be successful. |
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| composite segmentation | A method of segmenting a retail market using multiple variables, including benefits sought, lifestyles, and demographics. |
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| consideration set | The set of alternatives the customer evaluates when making a merchandise selection. |
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| cross-shopping | A pattern of buying both premium and low-priced merchandise or patronizing expensive, status-oriented retailers and price-oriented retailers. |
