Typology of Indian e-buyers: clustering on the basis of online shopping motives
by Sanjeev Prashar; T. Sai Vijay; Harvinder Singh; Chandan Parsad
World Review of Science, Technology and Sustainable Development (WRSTSD), Vol. 13, No. 1, 2017

Abstract: The exponential growth in people having access to the internet has led to the dramatic increase in e-buyers. As in conventional retailing, consumers in the online setting vary in their preferences and choices. Marketers tend to address this diversification by segmenting consumers into homogeneous groups. The objective of this study is to identify and profile the segments on the basis of shoppers' online shopping motives. Primary data was collected using a survey questionnaire, administered to online shoppers in India. For identifying clusters of respondents and profiling shoppers, two-step cluster analysis was applied. The findings of the study supported the presence of two unique e-shopper segments. The segments, indifferent shoppers and involved shoppers, varied considerably in terms of their online shopping motivations. Based on the unique characteristics of the two segments, online retailers must carve different marketing strategies to attract and retain them ensuring optimum allocation of marketing expenses. The findings of this research may be used as guidelines for the development of strategic framework by online retailers.

Online publication date: Wed, 19-Apr-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the World Review of Science, Technology and Sustainable Development (WRSTSD):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com