Segmenting the consumers of cause-related marketing on psychographic attributes in emerging economy - the case of India
by Deepak Chawla; Shruti Gupta
International Journal of Indian Culture and Business Management (IJICBM), Vol. 24, No. 1, 2021

Abstract: This research identifies the distinct segments of consumers interested in CRM based on their psychographic attributes and demonstrates how each segment differs significantly on the basis of demographics and regarding the choices pertaining to the structural elements of the campaign. The outcome of literature review and qualitative research on motivation, attitude and purchase intention was used to design the questionnaire. The survey was conducted on 325 respondents. Factor analysis resulted in ten factors of psychographic variables which gave three segments viz. balancers, humanitarians, and narcissists after being subjected to hierarchical and K means clustering. Difference between attitude and intention for CRM activities among three segments was carried out using one way analysis of variance (ANOVA) and the post hoc analysis. The study provides valuable managerial insights and its implications for the practitioners. This is the first study of its type in India which segments and profiles the consumers of CRM.

Online publication date: Mon, 04-Oct-2021

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