Title: Segmenting Indian shoppers on mall attractiveness factors

Authors: Sanjeev Prashar; Harvinder Singh; Chandan Parsad; T. Sai Vijay

Addresses: Indian Institute of Management (IIM) Raipur, Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India ' Institute of Management Technology (IMT), Raj Nagar, Hapur Road, Ghaziabad-201001 UP, India ' Indian Institute of Management (IIM) Raipur, Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India ' Indian Institute of Management (IIM) Raipur, Old Dhamtari Road, Sejbahar, Raipur-492015, Chhattisgarh, India

Abstract: In the last decade, the retail sector in India has transformed from small shops to modern shopping formats. Shopping malls have mushroomed across the country, especially, in metro cities. The existence of many malls has not only increased competition, but also has confused shoppers regarding the distinctiveness of one shopping mall from another. Therefore, it is highly imperative for mall managers to ascertain features that would differentiate their malls from their competitors'. The objective of this paper is to identify the various shopper segments and profile them on the bases of their orientation towards various factors associated with malls. The study adopted hierarchical and K-means clustering techniques. The findings advocated that there exist distinctive shopper segments based on various antecedent factors influencing mall selection. Three cluster groups - hygienic, extended and prudent, exhibited noteworthy differences. The findings of this study shall facilitate retailers in preparing differentiation strategies in order to cater to the target segment.

Keywords: shopping malls; market segmentation; k-mean clustering; retail stores; shopping experience; mall management; shoppers' behaviour.

DOI: 10.1504/IJSTM.2019.096604

International Journal of Services Technology and Management, 2019 Vol.25 No.1, pp.18 - 35

Available online: 31 Oct 2018 *

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