Segmenting the urban Indian online buyer: an exploratory study
by Neena Sondhi
International Journal of Logistics Economics and Globalisation (IJLEG), Vol. 6, No. 2, 2014

Abstract: The Indian marketplace is vibrant and evolving as the Indian consumer is amongst the youngest in the world and willing to experiment with new retail formats and transaction modes. Added to this is an exodus of movement towards urban living and hectic work schedule steer the consumer for e-channels where the transaction is faster, convenient and from the comfort of his individual space. The study was conducted on a sample of 236 online buyers residing in the National Capital Region. Analysis revealed the existence of three distinctly different segments - online innovators, socially compliant buyers and the online laggard buyers. Each segment had its own particular motivations and usage patterns, thus there is a clear indication to understand and target them differently. However, trust, offers and discounts and attractive website design emerged as features important for all the three segments.

Online publication date: Wed, 08-Apr-2015

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 International Journal of Logistics Economics and Globalisation (IJLEG):
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